BA Offering Upgrades?

Shortly before Christmas British Airways was awarded 'World's Leading Airline, 2007' at the World Traveller Awards. According to Robert Boyle, BA's Commercial Director, at the ceremony in the Caribbean islands of Turks and Caicos. "As a British airline, we are honoured to have achieved this global accolade, and will continue to offer the upgraded service that people expect from us." Do people really expect an upgrade from British Airways?