JonNYC tweets about American considering a change to their systemwide upgrades that are provided to Executive Platinum and ConciergeKey members: that they would only be usable by the member themselves (and presumably other passengers on the same reservation) and could no longer be gifted to family or friends. American says no such change is imminent.
This would be all about breakage, making upgrades cheaper to offer because more of them would go unused if they cannot be given away. And by the way they’d be taking away benefits and scaling back costs at the same time they are requiring more revenue from a customer to earn these in the first place.