While United claimed these new fares were a benefit for customers, they were in a very real sense lying because Basic Economy fares were (as American Airlines candidly put it describing their own Basic Economy offering) merely ‘new attributes’ for the lowest fares, and not new lower fares at all.
In other words, Basic Economy fares give you fewer benefits at the same price you used to pay. The goal is to make these fares unpleasant enough that you’ll spend more to avoid them.