I fly YYZ to Moscow a lot, through either London (BA), or Munich/Frankfurt/Zurich (AC). With the 2014 change, as an E50K, eupgrades cost me ridiculous amounts of money, so I never do it, and never had a free upgrade with AC. On the other hand, BA upgrades me at least one class (to premium economy) about a third of the time for free, and sometimes to business (club world) -- specifically on the YYZ-LHR leg (when you actually get to sleep).
So why even bother?