I think the rebranding was more about separating themselves from the ASA stigma than the Delta stigma. The company prides itself on being different than it once was (in no small part thanks to BH). And it just made sense to get rid of the Delta friendly logo when they're doing United stuff. Buying a wholly owned that does Delta flying is ideal because they wouldn't have to adjust their operations or learn a new system. Bottom line they just want to make money and that's a way to make more. Of course, no one even knows what's happening so this is all speculation...