Besides, If I wanted to buy a big seat on the coast to coast flights, I'd pay $599 and do it on Jetblue which offers a significantly better premium product on the route. Being able to redeem miles and upgrade is the only benefit that matter to many. United Airlines trails in most departments compared to the competition, so if I am going to have to pay full price for the products (as opposed to benefiting from my status), then I will pay my money to the one that offers me a good product. United Airlines loses that money more or less every time.