In my 15 years of FF membership I have switched from CO to UA and back to CO (where I have been for the past 5 years or so). "Attitude" was one of the primary reasons for each switch. There came a time when everything I received from UA that opened with "Mileage plus has good news...” was bound to be something negative packaged as an enhancement. There is nothing more annoying than being treated in this manner. A little over a year ago it seems CO has started down this path. If you lay down all the cards CO may very well have the best hand, but many people do not like to do business with even the best if they insult your intelligence.