Why would anyone in their right mind be tempted by this since tickets and upgrades are already transferable, or do they have plans to stop that?

http://transfermiles.ualmiles.com

New! Now you can share your miles with friends and family. For a limited time, transfer up to 60,000 Mileage PlusŪ Transfer Miles!
Give up to 15,000 miles to each recipient's account
Allow 7 business days for the miles to post to each recipient's account
Credit card will be billed immediately for transfer
Program fees and mileage rates subject to change
Minimum transfer 5,000 miles per account
Frequently Asked Questions
Check order status after purchase

Mileage Plus Transfer Miles cost $0.01 per mile (includes applicable taxes) plus a $30.00 transaction fee