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United boarding passengers: am I missing something?

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Most airlines (unlike Southwest / Jetblue ?) have assigned seating for their passengers. I travelled United when this I flew to Chicago (more on this later maybe),and something puzzled me. Maybe someone who reads this can help. Passengers along with their seat numbers are assigned a seat area (1-4) and seating areas are boarded in ascending order. Now, why people rush for their seats when they have assigned seating (assuming the baggage storage space isn't a big consideration) is another human psychology conundrum, but anyway... People do rush: they stand in line for the longest time, and when their seating area is announced ( "Section 1 may board now" ) they rush towards the gate, knocking children and old people on the way, knowing well they may have to wait again for quite a while, as people in front of them take their seats. Now, airlines make a big deal of optimizing their gate turnaround time . So why on earth would they have people board in an order that is bound ...