Rules:

1. If it's your wife, offer her the upgrade
2. If it's your boss, stick them in the back of the plane. It's your perk for working your butt off for the company and the plenty of lost nights/weekends. Try not to smile too much when they walk past you drinking your PDB in F/J.
3. If it's your kid and they are more than 14 years old, stick them in the back and keep your upgrade.
4. If it's somebody you are trying to hook up with upon reaching your destination, give them the upgrade.
5. All others, buy them a nice dinner at your destination, keep your upgrade, and chalk it up to one of the few rewards for traveling a lot.