BSL isn't that bad, 20 minute bus ride, every 10 minutes (are you thinking of Bern Belp?). Smaller airport also helps save time since the distances are shorter (admittedly worse infrastructure and lounge though). As someone who is equidistant to BSL and ZRH, flight times and price are generally the deciding factors (ZRH mostly wins thanks to directs, but not always).

There has even been talk of adding long-haul there, but not on United and not to ORD. I would certainly appreciate a United flight from BSL, but won't be counting on it.