I don't think changing this would be a good thing, but it always seemed a bit strange to me that AA gives EXPs completely free upgrades before selling them to lower elites. Imagine if EXPs could choose between using stickers and being at the front of the line or getting behind paying golds for a free upgrade.

$30 per 500 miles isn't that much; and if it didn't drive away important customers, it might make AA profitable, at least for a little while.