US doesnt do a very good job of that, but I think they only publish fares LGA-PHL-TLV
...hence the term "USeless Airways".
Though IMHO, it would be different here, since UA already has more brand recognition in the TLV market. I know it sounds crazy, but I cannot tell you the staggering amount of people I've mentioned PHL-TLV to, and their reaction was "What?! US Airways flies to Israel?!" To the average narrow-minded Boro Parker, the TLV market consists of LY and UA, with DL being "the airline some people take when there's a sale". US doesn't even get mentioned.
So if UA does NYC-ORD-TLV, people will look at it as "United, but with a stop. Which is almost the same as United direct (as opposed to stopping in Europe)".
#justsayin