Seems a bit steep. Last year Emirates were offering upgrades LGW-DXB for a little over £300... my mate opted for it. I didn't - and I got upgraded at the gate for free (I was Emirates Silver at the time). £436 is too much for a cocktail, a glass of wine and some table napkins on a 7 hr flight to Dubai. Emirates Business Class is nothing special and you can buy a lot in Bangkok for £436.. If the Company are paying, I'll have it - but if it's my money, I prefer to spend it on something tangible.