If by "improve upgrade usability" you mean doubling or tripling the "price" of an upgrade, while at the same time increasing the likelihood the upgraded itinerary will never be flown due to a BE type structure (no changes, no refunds) yes that is undoubtedly one of UA's goals.

UA's ultimate goal here is to enhance UA profits, and these changes can only be properly understood if viewed through that lens. UA is doing what it can to create the illusion of value in the program while they rapidly devalue benefits, at the same time they are dramatically increasing qualification requirements. I certainly give them credit for skillful marketing.

I find it particularly interesting that we don't see skip the waitlist prices or availability at program inception. Those who are already booking 2020 travel on UA in the belief that this benefit will live up to the hype may be in for a rude awakening.