Once a week or so in the UA forum (and I'm sure elsewhere), someone always asks why they were on flight UA8XX or UA9XX and they were in Y and a C seat went out empty and he/she can't figure out why they weren't op-up'ed. This takes the cake, hands down.
The closest thing we can do at UA is add someone to the upgrade list, supported by our own upgrade instruments (500-milers, miles, CR-1s and SWUs). I have attempted several times to upgrade servicemen flying home, with a very low success rate. If you choose to be generous and assist someone else, all the power to you. But I cannot possibly see how the airline can be blamed in this situation. With all the harshness and yelling going on here, I can't even see why this thread is still open. This is a community to share and learn, not to yell and strut.