Any time I get a complimentary upgrade I'm grateful and realize it's a benefit and not an entitlement. But many times, when you get to the #1 slot because you're #5 and there are 4 seats available, it can be a tad disappointing. I've gotten to the point that I just laugh about it, especially after 4 weeks in a row of getting it on my first flight of my return trip each Thursday.
It would be nice though if they (automatically) threw you a consolation prize of 1000 skymiles if you're that person. It would make it a little easier to take, LOL.
I know they don't owe anyone a thing, but it would be a nice gesture (which is counter to my "should" in the topic, I know)
okay, bring on the redundant onslaught of how they don't care etc.
