Is it really so bad that AA's load is only 68%? It's a new service that flies at the same time as the United service, and yet, even in October, is shifting over 6000 pax. I tried out the service back in May, and the only free seats I could see were in business class.
I guess it all depends on AA's expectations.
I do wonder about flight times - while 9am departures are good for getting to NYC at lunchtime, perhaps offering departures at different times of day could also prove tempting, and offer real variety compared to United's service.