I don't argue, it should have been retired with the merger. My point is that it's hard to call it inept when it was brilliant at launch.
My exasperation lies not with the originator at CO. Indeed, BusinessFirst in a vaccum connotes something beyond mere business class, which is what I imagine the CO marketing exec was going for.
The fault lies with the
UA marketing exec who thought it'd be a good idea to have it stay around, in light of their other branding.
Any marketing which sows confusion about the very products you're trying to distinguish and sell, well, has missed the boat.