I just booked a transcon flight back from a leisure destination connecting in PHX. What really shocked me was how closely priced first class was relative to coach. This is a sunday afternoon flight back to the east coast and fares are high (Just under $300 one way). First was under $450 one way. Extra PQM, guaranteed first class. seems like a reasonable deal. I'd much rather have my $100 transcon and an upgrade like the old days.. but this might be why upgrades are getting tougher.