Nope, it didn't involve stickers at all. In fact on my last flight from TPA-ORD-EWR, when I traveled with my mother and my sister, the machine offered all three of us upgrades on the TPA-ORD route with "breakfast served" and the ORD-EWR route with "lunch served" for $90 each. I bought them for all three of us, of course without telling them the price. They would have gone hysterical if they found out I spent $90 on each of them just to fly in first. The original tickets were booked in Q class.