Looks like they're trying to compete a bit with AMEX: Case-in-point - Return protection! (not sure if this is only executive or all citi aa cards)
• NEW! Trip Delay Protection
making delays easier to take.
• NEW! Baggage Delay Protection
with you even if your bags aren't.
• NEW! Medical Evacuation
will transport you to the care you need if you get seriously sick or injured while traveling.
• IMPROVED! Worldwide Car Rental Insurance
will cover more rental cars in more places.
• IMPROVED! Trip Cancellation & Interruption Protection
will cover you for more reasons if your travel plans go awry.
• NEW! Return Protection
covers most items when a merchant won't accept a return within 90 days of purchase.• NEW! Missed Event Ticket Protection
if you have to miss an event due to things like bad weather or even lost tickets, you may be covered.
• IMPROVED! Damage & Theft Purchase Protection
will give the highest coverage amount per item of any major credit card company.
ETA: just went through the benefits guide - looks like they beat amex in most areas (return protection is 500 but doesn't cover phones), and they have some other awesome benefits. It's a good thing I left one of my 4 cards open