Emirates J upgrade offer

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A friend of mine was flying EK in Y on PER-DXB-MAN and return in April. They received this email for the first flight (PER-DXB) for AUD$750~ but they didn't want to book it.
 
I tried a dummy booking on tomorrow's EK 407 and there's only 1 seat left on J class, so don't think there'll be any upgrade offers coming my way... Sigh!
 
Seems to be very common on EK if the loads are light: Friends of mine came visit me in Australia last month and they got a similar offer for FRA-DXB and then on the return for both SYD-DXB and DXB-FRA. They were booked on the cheapest possible Y fare as well and, quite in line with that, refused the awesome offer on each and every single leg: I had to ensure I keep breathing when I heard that :shock:
 
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I should mention I am a Skywards member with virtually no points and no status.
My wife is not a Skywards member and still gets the offers.
 
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