Birthday recognition?
I've never been acknowledged when traveling on my birthday on UA...but had the computer at the Brighton (UK) Hilton play happy birthday from its really bad speaker one year. Unexpected and entertaining as the rep at the counter had never had it happen. Got an unexpected room upgrade and some goodies sent to the room.
If UA had their stuff together they would at least acknowledge special days that they should know about. They could totally use passport info to figure it out in the background.