Huh? United gives people a 100 percent bonus on their miles if they fly in first and pay for it, and a 50 percent bonus if you fly in business and pay for it.

Now, granted you are paying essentially double what you would pay in fully refundable coach, so it's six of one, half a dozen of another, but still, that kind of bonus has to be worth something.

As for creating loyalty, I'm not sure what any airline could do to create that. I like United because I have friends who work for them, so they haze me if I don't fly them. That is what gets me to fly United more than other airlines, in addition to the fact that they've got a hub in my back yard.

But if United were to charge me double what Delta did -- like was the case when I went down to New Orleans for the Sugar Bowl -- I'm flying on Delta, premier exec status and friendships notwithstanding. When my friends gave me grief about it, I told them, well, get your airline to match within ten percent what Delta wants, and I'll fly you. Otherwise, I'm not eating $250 to fly on United.