I imagine that United uses certain algorithms to predict customer value. If gender enters the equation for some, then I cannot see why united wouldn’t use that data element to award GS. An N of 2 is problematic from a data perspective; however the comments around sexism and bias I find laughable as most modern companies are doing data work and know their customers well and respond to their behaviors accordingly. Such corporate behavior is, inherently, as biased as the data science behind the analytics.