I've been a USAA customer since 1977.
Back when it was military officers only, USAA had a very family-like corporate culture... the prices were the lowest on the market by far and the service was much better.
Over the years, as the eligibility tent has been enlarged, the prices are up and the service is down.
Here's an example: After we evacuated New Orleans for Katrina, we could not legally re-enter our neighborhood for over a month because of Martial Law. I filed a claim against our "Loss of Use" policy on our home. USAA denied the claim because they ruled that our house was inhabitable. It didn't matter to them that I wasn't allowed to habitate it.
"Back in the day," they would have paid a claim like that without blinking. USAA has just become another big insurance monster. You can tell that just by looking at their "campus" here in San Antonio. It is one of the largest office buildings in the world.