Upgrades for CI don't come by as easily anymore when you have to purchase the very expensive booking codes to upgrade, so I don't think it matters than much for CI whether it's upgrade pax or regular demands.
There are revenue pax on this route. LAX is the most premium heavy out of all the networks for CI. I think it should do okay as long as they give enough incentives to fly ONT, not to say ONT is offering them 1st year free for landing fee and terminal usage.