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Air Mauritius does this as well.

Cant see how it could hurt, as you place your bid, but bids aren’t confirmed until around 72 hours before departure ( varies by airline ), anyone who was going to book business anyways is not going to take the chance of the upgrade at such short notice, so they only people who take advantage of this will be those who were not going to be booking business anyways… so fills the seats and generates extra revenue.