I see that while I was writing this, several people already said what I was going to, but I'll chime in anyway...

In my opinion, this was a very Wise thing to do.

I'm sure the people who were upgraded had good feelings for United that day. That very likely will increase their loyalty to United, and generate some good, free PR to their friends.

I can understand that someone who has "paid" for the privilege of sitting up front might like to have some empty seats up there, thus feeling like they have a more private cabin.

Nevertheless, from a business standpoint, I think this was a great move.

Anyone care to nominate this captain for CEO?