Preface: I am not allowed to post URLs yet, so I will describe how to get there instead...
Summary: I am exempt from the proclamation (US spouse) but my ESTA has been prematurely expired.

Hi all,

So I was following the following thread (hehe) to see if anyone had this issue. No one seemed to be in the same boat, so I've created a new thread.
Thread I was following: FlyerTalk > Coronavirus and travel > USA halts entry of visitors who’ve been in UK, Ireland, Schengen countries
A new thread I have started to follow as it may contain useful info: FlyerTalk > British Airways | Executive Club > BA got my ESTA cancelled

I came here to see if anyone else was in my boat, to see if they had any guidance, and to let you know what I have done so far for any others with similar issues.

My spouse is a US Citizen, I am not, nor am I a LPR. Under the current proclamation though, I am exempt from the travel ban.
However, judging from online forums, the USA is cancelling/expiring ESTA's of travellers with tickets to the USA indiscriminately.
My travel plans are outlined at the end of this post. The following is my attempt to have the exemption enforced.

Attempt at enforcing exemption - Round 1
I looked at the ESTA website; it says if your ESTA was cancelled and you believe you are exempt, to contact your airline, and airlines should contact RCLG for guidance.
Official ESTA CBP DHS website > United Kingdom Ireland Travel Proclamation Help > My ESTA was cancelled but I fall into an exemption...

I called United, told them my ESTA will be cancelled within a few days, and can they contact RCLG (Regional Carrier Liaison Group) as I am exempt.
After a long hour of chasing my tail, they said they do not call anyone, nor had they heard of the RCLG. I'll give them some credit, they stayed on the phone, and didn't get curt until the very end. They followed through on the ESTA website to verify what I said, and the link on the RCLG which gave airline guidance. However, at that point I hit a brick wall with them. Worryingly, the inital lady I spoke to had zero clue about the exemptions; as far as she was concerned only USC and LPR were allowed in.
RCLG Guidance: Google "Regional Carrier Liaison Group" > Follow the link to the official CBP website
On the right hand side, under bulletins, is "Coronavirus Guidance". I referred the United rep to the last bullet point.

United instructed me to call my consulate, which I did. Their automated message for travel to the USA said to call the Department of State.
I called the Dept. of State, and they agreed I am exempt, but I will need to talk to the airline and/or CBP about it.
So I rang CBP; they agreed that I am exempt, but told me to call the airline, and tell the airline to call RCLG. I mentioned that is exactly what I did earlier. CBP said to ask the United rep for their manager, and go through that way.

After all of this, I later received an email today to check my ESTA. I checked online, and it has now been expired prematurely. I am certain it is premature as I have a printout of if showing it expires at the end of April. (I also checked it earlier today and it stated Authorisation Approved").
So now my next steps are to call CBP again to ask about the premature expiration, to call the airline and try to get them to contact the RCLG, and then to try and reapply for an ESTA if so instructed. I am wary about reapplying without being told to though as I fear that will throw an additional spanner into the works.

Fun times!

Attempt at enforcing exemption - Round 2
I reached out to CPB once more to clarify that now my ESTA has been forced into early expiry, do I still need to go via the airline, and is there anything they can do.
The answer was a resounding, talk to your airline and tell them to contact RCLG. I must say, thus far everyone i spoke to from the US Govt. had been helpful, and had some clarity on what to do or who to reach out to.
So I called United. Eventually when I got through to an agent, I told them my story. They were at first confused, understandably, because as far as they could tell I was just trying to fly on an expired ESTA. After a short back and forth, they understood what I meant, but had never heard of the RCLG. She spoke with her supervisor, and after a while of being hold they came back to me.
RCLG is generally contacted after you check in, once you are the airport. So apparently I have to go to go to the airport, check in there, and they will contact RCLG to find out if I will be allowed to board or not, and allowed to enter or not... Interesting times are ahead... So we shall see on the morning of my flight if that works or not! I'll update here after that...

Travel Plans
LHR - SFO Friday 20th March, SFO - LHR Saturday 28th March (I am looking to change my ticket to return two weeks later than currently booked, of the exemption is approved)
The reason for my travel; I have study leave that I can take so I had planned to visit my wife for a week. She'll be working every day so I can study in the day time, and we can chill afterwards. Some time is better than no time as we don't get enough time in the year together.
Given that my current plans are one week, which is less than the quarantine period, I fear that may raise some issues too.
However, since I have some leave from work, I was planning to change my ticket and return in mid-April (so 3 weeks later); I still need to be back in the UK to sit some exams by the end of April.

If I get anywhere with having the exemption applied, I'll update here.
I am sure there must be others who fall under the exemption, who wanted to travel under an ESTA, and have hit issues.
Please update us (me) with your stories!

Happy travels all,
B.