Well, it's an interesting article.
However, I'd take exception to his assertion (at the bottom of the first page) that ground earners (who want free tickets) are happy and sky earners (who want upgrades) aren't. He says upgrades are available in great quantities, and he cites Continental Airlines (where I'm Silver Elite) as an example of a generous upgrade program. That's notoriously not true at CO
, even though there's no limit to the number of upgrades an elite member can receive.