Makeovers do not need to be "cosmetic." In fact, I would actually recommend a spiritual makeover for US:
1) Empower your employees. Instill a culture of appreciation, and not fear.
2) Excel at customer service. We have all read posts about US employees going above and beyond to take care of customers, especially in irr-ops situations. In some instances, the employees have bent the rules at the risk of possibly losing their own jobs, but the customers were so appreciative. Why must the rules work against the customer?
There was a post on Flyertalk in the "Choice Seats" thread by a CP whose flight was cancelled due to an MX. He was re-booked on the next flight, and given 13B, even though there were plenty of better "Choice Seats" available. He was informed by the CSR that he could only have one of those seats if he paid $5 more. WTH????? (He kept 13B, by the way.)
When a company implements a policy this asinine which burns your best customers for $5, cosmetic surgery is not going to heal your soul. As the saying goes, beauty is only skin deep.