I read about the new television ads a little earlier today and saw one tonight. I thought it was effective. It was a flight attendant talking about having a hero from the 9/11 events onboard. I missed the first part, I think she said he had a role in rescues at the WTC. She said the captain announced the hero's presence and the entire cabin erupted in applause. Anyway, my point is: I wondered, when I read the story on the ads, whether it would be a good move to acknowledge 9/11 (though, really, how could they not). After seeing the ad, I think they made the right move. A very effective move. They touch on the tragedy, strive for a positive moment then fade to black and UNITED flashes on the screen. Good move.