Swiss flight no. 15 from JFK to ZRH, departing 21:00. So far everything normal. The new web checkin allows to cut it closer with the time, but the airport is pretty quiet. While standing in line for boarding - economy, row 32 and higher - the lady from the checkin counter asks if she could see my boarding pass and if I was traveling alone. Without even asking or saying anything, my boarding pass is switched to a business class seat. Strange - I thought these kind of upgrades were usually reserved for people with the tipple-platinum N-million miles a year status, or maybe they already all fly business already - unless they work for startups or other cost-conscious employers. Or maybe this is some kind of guerilla marketing strategy: if you stand in line reading the economist or a similarly "capitalist" magazine, you look like somebody who should be able to afford flying business class instead and once you get hooked, maybe they'll make a sale in the future...