DM-33 segments since Jan 1 with 18 upgrades and all but 2 of those were BFU. I'm #11 for 3 on my current flight ATL-MSY. Asked SC attendant how I could be #11 and she said it was due to "price of ticket" I thought she meant fare class but she corrected me that as of March 1st it is now all dollar amount and the time of check in as a tie breaker, which explains 0/4 upgrades since Mar 1. Considering my ticket was $1450+ I was in shock that 10 others had more expensive tickets. Sure enough, there was a $1600 and an $1800 ticket and a few irrops ahead of me. Definitely time to switch airlines. I have 2 other flights booked but all my travel will be going to American/US since I'm Phoenix based from this moment forward.