Why are you the one to decide what should happen?

There's only one reason that airlines wouldn't sell discounted upgrades---because eventually if they sell too many of them they will cannibalize their own paying customers, the people who pay real, high fares for those seats. And because this will always leave them with some unsold F seats, using those as complimentary upgrades once in a while makes sense. But anyone who's expecting to get free upgrades all the time just because they fly a lot of cheap flights, is living in the wrong century.