Most people in the business know that the Air Transport Association is the trade association of the big U.S. airlines. It's not hard to remember. The name has been unchanged since a bunch of airline guys got together in Chicago in 1936 to "promote and develop the business of transporting persons, goods and mail by aircraft."
Even after 75 years, we believe that name and that mission statement still have lots of miles left on them, but today's airline guys think otherwise, so they have changed the name to Airlines for America, abbreviated A4A.
Like any name change, this will take a little getting used to. We should avoid any rash judgments. Still, our first reaction was not so good. Airlines for America? It sounds like a conservative political action committee.
"Airlines of America" might have avoided that connotation, but from everything we've ever witnessed, the more accurate rendering would be "Airlines for Airlines."