The change / reissue rules are part of the fare, and if the fare is an LH fare that is eligible to be ticketed on UA, then you will get LH rules. UA is merely acting as LH's agent in this case -- it's no different than buying it from Orbitz.

UA may choose to waive them, and I can certainly see the case that you're making regarding their advertisements, but the truth is that UA has offered something they can't deliver. My guess, when I first saw this, is that the people who wrote the policy didn't know how fares work.