I don't have a problem with people asking about upgrades per se - it's a unique situation in a unique induestry. It's natural to interested - and good because it shows the aviation industry still has some glamour attached.

What gets my goat is the grasping attitude - the expectation that you should be upgraded. I see having status as identfying me as a commercial important person, and thus someone who you want to look after. I work for a large UK retailer and we do something similar (on the queit)with our top customersIt's not a god given right to demand, whinge, moan and complain about upgrades. If it happens, it should be a pleasant surprise - or a defined benefit as part of a scheme.

Rant over, hope that made sense!