On a related note, just reading this thread caused me to take a look at options for one of my trips booked in coach. I was ambivalent about even putting in for an upgrade to Comfort figuring that I would be one of the many that got upgraded at the gate into a center seat from my nice exit row aisle seat.
The flight was 1400m with a connection so I would have at least burned up a couple of drinks. For the first time in my career I checked the upsell prices and was astounded to see that they would upgrade me all the way to first for $52 but could offer Comfort + for $62.
I suspected a scam but I chose my seats in first and gladly paid the $52 with my cc. Why would they offer comfort + for more money?
Is this how it typically works?