Just when I think that United couldn't do anything stupider (reference new $25 fee for checking a second bag), the brain trust actually comes up with a pretty good idea. United is building a special lobby at Chicago O'Hare for first-class and Global Serivces (top 1% spenders). Inspired by the exclusiveness of a five-star hotel, this private check-in area will have a separate entrance and exit directly to the front of the O'Hare security line. Specially-trained "concierges" will check-in United's best customers, process their bags and escort them to security. I dare say this is nearly identical to Austrian Airlines' Star Alliance Gold check-in lobby in Vienna or Swiss' First-Class check-in area in Zurich. The Chicago Tribune did a good job of summarizing the efforts and quotes United's CEO Glenn Tilton as saying, "We're investing in products that put us ahead of our U.S. competitors, and put us in a position to compete with virtually anyone in the world." The lobby will certainly put them a step closer, but without fundamental philosophical changes in on-board service, United will likely never be able to compete at the level of Singapore Airlines, Virgin Atlantic, Cathay Pacific or Jet Airways.