For years airlines - especially US ones - have been trying to get away from issuing personalized cards to lower tiers - now it has gotten all the way to the top tier. It started with the car rental companies who used to issue them, then the hotels, the lower tiers with the airlines - and now everyone.

UA really has led the pack on this one, and the others are gladly following.

They are looking to save some money - nothing more - here...I am just not sure it is worth the ‘cost’ in other directions...