I complained at first by e-mail, but mostly I've complained with my wallet. There's a reason I'm AA Plat this year and only CO Silver: because AA doesn't pull that EQM crap. I am one of those who must use the designated travel agent for biz travel, so CO.com not an option. The irony is that CO gives up my medium fare biz travel, for which I would get 50% EQM, but gets my deep discount leisure travel for 100% credit booked on CO.com.
I do think that AA's product is generally inferior, but they show that they value my business through full credit for miles, lounge access on int'l itinerary with Plat, and the give miles that I am actually able to use!
Unfortunately, there must not be enough people like me, or CO would be feeling the pain from it and would make some changes.