Intersting way of looking at it. Maybe I'm cynical, but I expected the 'United First Burger' was an attempt to cut costs.
On the other hand, maybe it is intended to keep the feel of First from getting too stuffy and pretentious. Who needs caviar and tournedos?... It would probably be difficult to put on airs when eating a hamburger.
As long as enough people like it and the quality is good I don't see a problem with it- as long as they also offer more traditional FC options.
My two cents- Kevin