I have never paid full price, sometimes they offer an upgrade at reduced rates, once paid $100 to upgrade from Alaska, that was a great deal. That said, domestic first class is hardly worth paying for (in my opinion), if you get it for free than it is fine. International first class and some coast to coasts on large planes are great, good service, sleeper chairs, etc. The airlines have made it mostly a perk for frequent flyers. I remember flying when I was younger (1970's) and you would get dressed up, have dinner at the airport in a fancy restaurant, etc. The first time we flew to Europe in 1970 my family came to see us off... at the gate! That would never happen now!