I travel YVR to YYZ/YUL/YOW six to eight times per year. Last year I could buy an upgradable fare for ~$500 over the T+ price, and usually did. AC got ~$4000 in upgrade fees from me. This year it has shot up to ~$700 per trip, so I begin to question the value. Now I can buy an exit row seat for ~$25 each way instead. So for the two trips I have already made this year I have chosen the exit row in Y and been relatively satisfied.

So, I am happy, saved ~$1300, and AC is short $1300. On both flights I have seen empty J seats that could have been upgraded.

Is this a clever business strategy?