At airports, I consider offering my companion upgrades (or soon to be expiring upgrade certificates) to the elderly and do occassionally -- by talking to the gate agent to make the arrangements. An airline rep going up to a person and asking if they would like to be upgraded goes over with less "distrust" than doing it yourself. But many gate agents won't take the time or don't have the time nowadays.

People presume ulterior motive where there probably is none. I like taking people into the lounge -- especially BA lounges using my BA status. (My way of "getting even" with BA for all of those times where BA has decided that I should be given a middle seat in coach despite being a top tier elite within their alliance and even with BA itself. )