Originally Posted by
SQTraveller
If you're going to troll Singapore Airlines at least use the right call sign

SA is South African Airlines
Back to the point, I was Krisflyer Gold for many years and was also annoyed they never upgraded me. They are
not required to upgrade me. In the end I upgraded myself. I flew British Airways (who do upgrade once in a while), booked it all on my credit card and then flew first class with Singapore Airlines.
Also, look at Singapore Airlines annual statements for the last (i don't know how long) and see how many years they have run at a loss, and then compare that with another airline and you will understand why SQ doesn't just hand over "freebies" because they are never free to the airline.
Take for example, the flag carrier of India - I wonder how much profit they make in the last 10 years?
Remember, they are running a business, not a charity.
Finally, if the "world's best airline" isn't good enough for you (and in some cases it's customer service sucks), then maybe you set up your own and show all those loser airlines how it's done
Not just Air India, but literally
every Indian airline except IndiGo is operating at a loss if I remember correctly. And not just Krisflyer Gold - Old Mrs MeltingAlf was a PPS Club member for 10 years and not once did she get an upgrade!
I don't really know what to add to all the posts by all the brilliant commenters here; but here's one for OP - as a note for the future -
never expect more than what you've
paid for. Be pissed for all you like (for not knowing the rules and having such a sense of entitlement for things to always go your way), but if you wanted to get the attention of some SQ people - you're probably not going to get any here. I find that taking your money elsewhere usually works a lot better than typing long prose on forums, but I don't think SQ does care very much given that they are certainly doing a lot of things right that has made them consistently profitable.