I think it's awesome. They "only" came aboard and thanked me with a little gift bag (but I think I was on an "A" fare that day anyway). It was pretty cool.
And to those of you who think it isn't fair that his upgrade was pushed above others', tough caca. Life ain't fair - quit being so entitled (and that's exactly what it is: entitled behavior). Around here that's a DYKWIA, right?