1k has gotten insane lately, so it only makes sense they're raising the spend limit. Switching to pre-board 1k's makes sense on non-mainline routes, but on any mainline flight, there's a huge gaggle of GS/1k wandering aimlessly around the gate waiting for the flight to board, and it's a total mess. This should restore some order. But as someone who spent 25k w/UA this year, I won't be doing it again next year.
As for the benefits:
- Econ+ is nice (mostly for being at the front of the plane), and let's call it $100/flight (what you'd otherwise pay for it)
- Free drink + snack is $20 a flight
- 3x 75lb checked bags is non-trivial, though I don't know a business traveler who checks bags
- Lounge access on INTL flights, let's call this $50/flight
- Waived change fees within 24 hours is $200 a flight, and TBH this is a game changer for my travel habits (and the thing I will miss the most come Feb 2021 when I no longer have 1k)
- Upgrades: well, the plane was already flying there, so it's a loss of revenue rather than a cost per se, but honestly this is probably the biggest "cost" to the airline for having status