This forum is a sounding board for the disgruntled as well as the happy and satisfied. Personally, I appreciate the fact that USAA allows people to air their grievances and air their dirty laundry, as they really don't have to do this. This shows some level of good faith on their part, in my opinion.
How many members does USAA have? Many millions and very few customer complaints overall I would guess, so all the griping on here is probably statistically negligible in the grand scheme of things. However, this is not to diminish the legit complaints of those that feel they've been slighted.
I would say let those that think USAA is operating in bad faith go and try to deal with a monster-mega-bank and see how far they get. This bank has been the easiest and friendliest that I've ever dealt with by a long shot. Are they perfect? Of course not, but I'm not expecting perfection, only good service, honesty, and value. So far, so good.
I, personnally, can't stand the current USAA comercials claiming "service" to service members. I had auto insurance with USAA for 15 years and, after 3 claims within a 2 year period, I received a cancellation letter. The claims were all minor, but my years of membership were, obviously, worthless. They claim on the current commercials to be committed to service to military members, but my experience was quite the opposite. I now outwordly warn all that I encounter to avoid USAA.