Just boarded ORD-LHR on a Z fare ... couldn’t apply a GPU ... five non-revs filled the first cabin about 10 minutes prior to boarding (all the same names were on the business standby list too). A GS boarded before me and he wasn’t upgraded to first either. Seems a bit odd on optics imho to put staff up front over high value customers ... just my observation. Would have happily burned a GPU on an upgrade as I have 12. Not willing to pay for a C fare just for the chance tho in case I get swapped to a 3-cabin bird.