In my case playing AeroLotto put me off of AC. I fly in paid J and do a lot of it internationally, so I am confirmed in a J seat when I fly. It is when I am flying within NA that I've had to try for upgrades and with the issues others pointed out about the game I took my international business to other airlines. I still hold SE, but it is done by flying *A members in the front of the plane and crediting those flights to Aeroplan, which in most cases AC could have gotten. This started me flying AA which got me the ExecPlat status and with their generous automatic upgrades ^ and no coupons for that upgrade ^ ^ they got my US bound and flights around the US, in addition to paid J internationally. If I had felt AC was doing right by me on the terms of their upgrades I would have stayed with them, so while AC doesn't owe me anything and can do what they like with their seats and what I am paying for I can do the same and have done so.