when you sit in a dark room while you taxi, you probably don't have that big of problem seeing the company jet right in front of you. While WE sit in the cabin and the lights are dimmed somewhat, we have a problem seeing the planes out our little portal, they don't have that same problem.
united has a cool paint scheme(IMO) and who cares if they don't turn their logo lights on. I would like it, that's UAL and remember we are hurting right now.
ual 777 contrail