I've been on this same line of thinking for some time and was having a VERY similar conversation a week or so ago, Jan.

I've been super-loyal to UA because of the availability of SWU upgrades 6+ times a year that often (back in the day) cleared at time of booking.

Now I am paying >$1,000 trans-A W fares for a SHOT at an ug while other carriers are often offering Z fares or 'business plus' seats for 50% more or less.

And FORGET about convenient, stress free upgrades trans-pac where a similar if slightly less attractive scenario is playing out.

I just don't know.

I suspect the next time I end up across an ocean in coach on an 'over-priced' W fare will be the come to Jesus time for me.