Good for SWA for trying something new. I fly SWA every week for business and every week I am irritated by those who run to the front of the line only to stand there for another 20 minutes or more. I always laugh when the "Anxious A's" are in line and the operations employee (guy who scans your boarding pass) announces that there is ONLY an A boarding group. Who cares if you are A1 or A45? You'll get your aisle or window seat no matter where you are in boarding order. With this method, people won't feel compelled to participate in this lemming-esque behavior.
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