Managed to get to 20 floors! The upgrade system took some time to get my head around since I'm not used to temporary upgrades but I like the approach and it's fun to see what new dialog gets triggered. If you were to continue this post-jam, having each floor have some animations or something to watch would be nice but this is still great as-is.
As an aside, I had someone warn me in a past jam that Ctrl+W closes the tab in most browsers so you may want to avoid using Ctrl if you also have W mapped to something.