Given the optics, it might be better (and more efficient) for airlines to validate military members prior to the boarding moment and adjust their boarding group to somewhere behind the Platitude/Goldfinger/SilverSurfer section but before the general masses. This would provide a benefit (virtually guaranteed space for a bag overhead) and not penalize the Road Warriors who are significant customers of the industry and don't always/exactly have easy lives.. no matter how comfy that seat up front is, traveling sucks after a while. Also, this spreads the benefit those of us who hardly ever travel in uniform (one, it's awkward when I'm thanked for... flying to San Antonio for 3 days of death by PowerPoint; two, I'd rather be the last guy a bad hombre suspects of having Ninja-like CQB skills-- it's worked so far). The (in my opinion) grandiose announcement is more for show than substance given that the vast, vast majority of military personnel are strongly encouraged- or directed- to fly in civilian clothes and blend in with everyone else. (For one group I was affiliated with this was became quite a spectacle- our intel cell would shop the destination for concerts/conferences/etc and include in the mission brief. Ever see a random bunch of military age males pile off a plane dressed in matching Taylor Swift concert Ts? Coulda been us).

Really appreciate us?->let us CAC into the United Club; we're less than 1% of the population, can't believe we'd displace all the Road Warriors. Allow us to select exit row- you can believe we'll maintain SA, follow instructions, and help others egress.

Having said that, we support and defend a constitution that facilitates a free-market commerce system; United is free to do what it wants while answering to customers and shareholders. I do agree, though, that a wee bit less of the Orwellian speak would be better all around.

If I had a one wish though, and it's entirely off topic, it would be for airlines to put even half the thought and energy into emptying the plane as they put on loading it. "Oh! I'm so surprised! Everyone in front of me has gotten off the plane, maybe I should stand up and look for my bag. Nope, not in that bin. ...is it in this bin? Nope! ...is it in this one?..."