I posted the following on the CO thread when someone was talking leaving CO. I think it's a good question. With all the downgrading lateley is "Loyalty' really important anymore? The following was posted and my order:

BWI, I think you have your priorities straight. In my world other items supersides loyalty to a particular airline. As a weekly flyer I would put my order:

1) Who gets me home the soonest
2) Who gets me there nonstop or direct
3) Price
4) No RJ
5) Chance for an upgrade
6) FF program
7) Loyalty

Because I live in Dallas AA or WN usually is my choice. Although I like the AA upgrade, many times WN wins due to frequency. But if I am flying to PHL and US gets me home sooner to be with family, my Beagle and pool side guess who I am flying.

I think you made the right choice.
MrMan

You left one out. Perhaps it is because I am larger "than the average bear," I rate comfort near the top of the list. For me, that means UA and Economy Plus seating. If extra legroom is not so important, you might not agree with that priority.