I was looking at the Kayak direct flights out of Madison and I saw that United was operating non-stop to IAH on the 15th and 19th of September and inbound flights from SFO on the 15th and one outbound flight on the 19th. You can actually book these flights on the UA website, the IAH flights are operated by a Skywest CRJ-700 while SFO is on a 737-900. I hope they are planning to add these routes; IAH especially, but SFO seems unlikely.
If anyone knows whats going on please let me know (theorizing welcome!).