After 11 pages I think those in the first few posts have largely been proven right. I fly fairly often with BA and the position is largely that you're not going to get upgraded.

That works well for me personally - I don't expect it, it's not even suggested and so I don't feel that some suggestion of occasional upgrades aren't being honoured (don't get me on hotels which promise upgrades but don't deliver). Life was different when my father was still a pilot, but nowadays I'm only been upgraded when on a replacement flight, etc.

I'm a huge fan of direct company engagement on these forums, but I'm not sure this announcement helps more than it hinders.