United wants to sell everything it can. Time will tell if this will lead to the right behavior over the long term.
This happens to me frequently. I just booked a flight from DCA to DEN in two weeks and first was $468 and a refundable coach ticket was $600. I booked cheapo coach for $230 and have no expectation of getting upgraded, even with a RPU.
Although I have flown a lot on United (180K and about $50K in spend) I am giving a lot more of my business to Southwest and Delta. I have about $10K of spend on Delta and I always buy Southwest instead of UX.
Does United really care if they lose $20k of my business this year at 50 cents per mile? I really doubt it.