Originally Posted by
fumje
I think it was because in financial terms, Continental essentially took over United. However, I agree it would have been better not to entrench old loyalties with the nomenclature.
UCH was chosen simply to underscore the flawed "merger of equals" approach the company tried so hard to sell.
Financial outlets tend to follow the convention of identifying the name of the publicly-traded entity rather than better-known subsidiaries, so this will presumably wipe "Continental" from this major source of reporting.