Right, so instead of them or me buying a $1700 F with a companion we will buy coach tickets for $700 with a companion. Myself and my companion unlike Ma and Pa Kettle, get upgraded and sit in F for $700 instead of $1700 since there are less F seats being bought to and from Hawaii. I do not know whether or not there are less F fares being bought to/from Hawaii now but I have noticed much more upgrade space far in advance as well as a few weeks out. F seats used to be booked full quite a ways out. Just quickly looking at tomorrow, PDX-HNL has 5 open F seats and U space for 3. BLI has 7 open F seats and U space open. HNL-BLI tomorrow has 12 open F seats. Saturday, which is usually a busy day for tourist travelers flight 859 SEA-HNL has U space and 10 open F seats
So, you're seeing more U availability, and sitting in F for $1000 less than if you'd used the companion certificate for F. I'm struggling to understand why you'd be upset!
This gives AS the ability to offer you a great deal on the flights that they choose to. For example, on January 27th, the presumably more desirable morning SEA-HNL is sold out in F. Assuming those were all sold, had you used you'd have paid ~$790. ($736 + $55 one-way of round trip companion certificate). Instead they sold the 2 seats for ~$1470, earning ~$640 more.
Now, you can take the less desirable evening flight for about ~$275 and use MVPG upgrade certs and sit in F, or pay ~$410 for a G instant upgrade.
Seems to me to be a win-win situation.