For me it depends on the time of day and how long the flight is. Less than 3 hours, I want the window, so I can lean up against the wall and try to get some sleep....with the SHADE DOWN, if the sun is blasting in. This would be on the right side of the airplane giong north on a morning flight, or late afternoon, southbound.

Longer than 3 hours I know I'm going to want to get up to pee at some point, so I want the aisle seat, unless the flight is light enough that I may have an empty middle seat next to me if I get the window (rare, I know) and I'll only have to jump over one aisle blocker.

As long as the sun is not blasting in, I keep the shade open, as I like to sight see as well, but if the sun is coming straight in, hot and blinding, I'll close it until the angle has changed. I really prefer flying at night, as the sun is down and the lights of the cities are nice to see.

When traveling in uniform I seem to draw the tools sitting next to me, who have to make a comment like, "Can you fly it from back here now??"

Then I'll tell them I'm afraid of heights, close the shade (or two if I can reach them) put on my headphones and open a book.