Or just freaking start charging for the F upgrades - we'll pay if we get a little more! I've said this before. Honestly, there's a price point here. Less than Nordstrom's, more than WalMart, as PineyBob likes to say.
AA F - $35/500 miles, free if you're EXP (100K miles)
UA F - $50/500 miles, no freebies (even 1Ks pay)
US, put in place an upgrade fee for SP, GP and PP. Let CPs upgrade comp. Not a huge upgrade fee, but enough to defray costs and bring in a small profit margin.
$20 for all flights 0-600 miles (enhanced snack basket, glassware)
$35 for all flights 600-1,400 miles and red-eyes (snack meal)
$50 for all flights 1,401 miles and up (upgraded meals, dessert, etc.)
Combine those incremental fees with a theoretical increase in rational paid-F fares and FirstUps now that people know they're getting something for their money... and you're printing money for seats that they're getting el zilcho for right now. Pay more, get more.
As a GP, I would literally give this money to US if I could. I'm asking US to let me pay them extra for my upgrades, if I see value for that dollar coming back.
But no, we're probably going to end up with some stupid CoachLessChoice, where we'll get charged for something we get for free right now. 🙄 :down: