e-upgrades are best used on overseas flights. The business cabin on the bigger planes is actually pretty awesome with the pods for privacy and sleeping, bigger TV screen and better meals and such. Still get free booze like the peasants in the back but the level of service is much much higher. For domestic or flights to the US, upgrading doesn't have that same increase in awesomeness. Maybe a slightly bigger seat and free drinks and food.
But now that I have status on Emirates, I can only chuckle at the relative uselessness of Air Canada's status program.
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