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After having to fly United a bunch of times this summer, they changed the names of the tickets and invented a new "no one wants that" tier.
There's now standard economy which is what everyone's used to and gives you a "personal item" (i.e. a backpack or a purse) and a "carry on item", and basic economy which only includes the personal item. They mention it on their website, but on third party websites its not quite as obvious which ticket you're getting.
It has been a nightmare - on every single flight there's a crowd of people pissed that they aren't allowed a carry on with their ticket, with them having to run halfway across the airport to upgrade their tickets or pay 3x as much for a bag they thought was included.
If you're being charitable, it's a roundabout discount on checked bags to fix the problem they invented by charging for checked bags and then sucking at handling them. Every single flight I took had them asking for people to check their carry on for free because the bins were going to be overloaded, and it seems like they want to incentivize actually checking a bag again.
I started instantly asking them to gate check my carry on (for free) because honestly, the airport experience is way nicer when you don't have to deal with your luggage all the time. If you check 1 bag as a couple you might even save money, and if you're alone it might be worth the difference to not have to worry about only having two pairs of pants on your three week trip.
More realistically they want to normalize having to pay for carry on the same way they did checked bags, and they are trying to sneak around that by starting with only their new BS economy tier. Wouldn't surprise me if they got rid of "basic" and just made carry on a "business class" or whatever amenity.
It's basic economics in its ugly application.
Usually, the people who are buying stuff come in different tiers: The people who want to pay the least at all cost, people who are careless enough to get fleeced out of a few dollars for the same crappy product if paying less is difficult, and people who are willing to pay a premium for really good stuff. There's an art to structuring your service to catch all of the tiers, and make sure that they're all going to pay the highest price they will accept, and I think "basic economy" is a new technological development in drawing a more effective distinction between tiers 1 and 2.
What makes it ugly is that they're designing deliberately punitive features into the service to push people up into tier 2 who would otherwise be going on Kayak and just clicking the "cheapest" button. If you have any willingness to pay $40 more, they want it. They're going to put you to the test a little bit, to make sure that you're committed to the lowest price, and then if so they're going to punish you a little for it, while still taking your money.
American and United are now both on the no-fly list for me, I think. I may have to see what airlines are decent, when you fly them one tier up.