Thanks for all your help.

Finally managed to reserve E+ last Sunday. It appears that UA download a list of all BMI's member status at the weekend and that's when they finally saw me as gold. Presumably this is so that Mr Blue doesn't replace his initial membership digit to a 1 and instantly be gold!

I flew out this morning. Arrived at FCC in good time and asked to check in. Was told that there was a note on my res to call the lobby so he dials them up. Turns out (reading between the lines and with the help of availability tool ) they have oversold the 0950 to SFO and would like me to route direct to LAX on the 1120. I told him that I was quite happy routing indirectly for the additional 800 miles (the agent looked at me like I was from another planet). Push came to shove he offered to put me in C on the direct. The 800 miles were not so important after all!

I have just arrived at LAX after sampling the UA C cabin on a 295 quid W fare! Well I'm quite chuffed. Fingers crossed for the return....