Not sure why anyone would feel this way as complimentary upgrades are a benefit for Golds as well as Plats. As a matter of fact, on Marriott's website, the complimentary upgrade is defined in a single section listed as "Additional Gold and Platinum Benefits". It says nothing about Platinum members having a higher priority for those upgrades.

Don't get me wrong - it probably should. But it doesn't as far as I can tell. So, if a Plat and Gold are checking in at the same time with only one upgrade room available, the Plat should get it. But - by Marriott rules - if there's only one room available and the Gold member walks up a minute before the Plat, the Gold should get it.

Also, I don't think anyone should need to beg for an upgrade. It should be automatic.