I don't think that's a fair assessment when pretty much all upgrades are overpriced for what you get over the base service. And the markup is even more obscene once you discount bundled upgrades that you don't need. There isn't really an option to e.g. pay 10% more for 10% more seat pitch - and really the price increase should be less than 1:1 that if you keep the baggage allowance and food / other services the same.