Personally, I dislike EY's bid system. The system will be subject to abuse and can easily be manipulated just like ebay's shell bidding if there are 2 or more passengers who are 'friends' in the same flight with separate booking reference.

I like emirates over the counter cash upgrade. This year I got twice LHR--> DXB to J one way for £275. However, I have never managed to get it on return DXB-->LHR