That article is talking about complimentary upgrades using looks and charms, not OpUps. Besides, the focus of the article is domestic US airlines where the term First Class translates to Premium Economy at best, when compared to EK, SQ, NH or other proper airlines of the world. No wonder they give it away for free to their premium fliers (UA, DL for example).

It's funny so many EK fliers seem to not only expect upgrades, but they also get frustrated by not getting one! If you really want to fly C or F, then buy the tix. When you pay for Y, then you should have no expectations more than Y, thus no real reason to get frustrated over something you are really not entitled to.

Gold level is only 50'000 miles. Every Tom, Dick and Harry can be a Gold so it's not that big of a deal.