Unlike a camera or similar tho' the airline does not still have the item on the shelf to sell to another person.....
Many people visit say Waitrose supermarket when they know that things are about to be reduced and (in their mind at least) get similar 'free' upgrades...
I think most people now understand that upgrades only really happen if the plane is 'Oversold' and then to Oneworld card holders (tho' not always in status order.)