[Apologizes in advance for what turned out to be a very long reply.]
is it written anywhere that it's the AIRLINES job to compensate you for your time away from your family?
I think that you're assuming that only one business transaction has taken place when my employer buys an airline ticket for me to travel. In truth, three things are in effect going on: my employer is getting additional work time from me and taking away my personal time without paying for either, the airline is getting compensated by my employer for transit and comfort services, and I am getting "compensated" by the airline for the rigors of business travel. I impose some limitations on my employer's ability to chose airlines for my travel needs based on how I'll be compensated by the airline for the travel (that includes their schedule, availability of non-stop flights, and perks).
Now anyone can argue with parts of that transaction description. It would all be far more transparent if the transactions were two-way instead of three way (that is, if my employer compensated me for the extra time, the airline wouldn't need to and the company would be free to choose whatever airline it wanted, without me saying things like "well, I don't want to travel 14 hours through four airports to get to LA, even if it does cost $100 less). You might argue that in your life experience, you've never had the power to tell your employer which airline to choose -- but I do have that power and I use it to make the compensation fair (my time for my employer's money).
You may argue that business travel is glamorous, but I would contend that leaving PHL at 7am to go through PHX to SJC for an 8-hour meeting, sleeping, getting picked up in the morning by another client for another 8-hour meeting then being dropped off for a SJC-LAS-PHL redeye, while being expected to be in the office the next day is decidedly not glamorous. Next week I will fly PHL-PHX-SFO, then drive to Sacramento for a meeting; the next day I'll fly home on an SFO-PHL redeye and be in the office. Why not fly right to SMF? One of the higher-ups going on the trip flies another airline that has no flights leaving SMF late in the day so we're all going to SFO and renting a car.
It may be messy, but those perks, that you think I get unfairly, are part of my compensation for the indignities that work sometimes places on us all. The three parties in this travel transaction understand it and wink to each other as they engage in the deal. If one of the three parties substantially reneges on their part, they won't be invited back to another deal. This is what FFOCUS is complaining to US about -- they aren't holding up their end of the bargain.
Maybe the "transformation" of which US speaks is the breaking of this three-party system. If so, something needs to replace the "compensation" that I'm losing or I won't travel as much for business. I'm salaried, so it won't be my employer. That leaves another airline that wants more of these three-party transactions.
(As a side note, let me say that virtually all of my leisure travel is international and thus I don't get "free upgrades" when traveling for myself. I may upgrade such flights by using some of the miles that I earned in part by directing my employer's funds to US, but I expect and get very little personal reward from the three-party transaction described above.)
Last year, US raised the "cost" of in-advance upgrades from 10K to 15K miles. This week they dropped bonus miles, which hits VFF harder than FF and both groups harder than occasional travelers. In effect, the cost of upgrades has tripled for me in a year: what had required 5K miles of butt-in-seat travel now requires 15K). On the occasions where I don't use miles or receive complementary upgrades, I will soon need to conduct several transactions on-board and my employer will need to handle a bit more paperwork to reimburse me -- in effect further raising the price of transit beyond what was advertised. The a-la-carte plan isn't just inconvenient for the traveler, it's more expensive for my employer.
Finally, given how the interaction between you and Bob progressed, I don't plan on responding to you in regards to what I've written. I am curious to see what you think so please do post back, but I don't want to engage in a give-and-take/debate/pissing match with anyone.