I flew UA out of SFO and back this week, and was amused by all the new signage. I am not a fan of the diamond, it seems like it fell from space or something... why? What does it mean? There's another airline that categorizes its elite frequent flyers by different types of gemstones... is UA trying to associate themselves with AA/OneWorld?

Also a bit odd, they seem to be sending Premier Mileage Plus members to different check-in lines than folks who are traveling in First or Business (Polaris) class? Does that mean you get a different level of check-in service if you're upgraded (or bought a premium-class ticket) vs. merely a status-holder?