I don't mind that they sell upgrades. My biggest issue will be the fact that they do not offer the upsell to passengers already on the wait list for an upgrade. I foresee this becoming a very contentious issue.
UA would do themselves a big favor if they explained their rational for excluding elites from these offers. People around here are going to get crazy, perhaps including myself.
It's kind of pathetic, a pinch infuriating, and leaves a bad taste in my mouth about the brand, but I would like to understand.