American Airlines' Senior Vice President of Airport Operations, Reservations and Service Recovery, Julie Rath, said of the rollout: "We've heard from our customers that the ability to board with their assigned group is important to them because it's a benefit associated with their AAdvantage status or fare purchase. The initial positive response from customers and team members has exceeded our expectations, so we are thrilled to leverage this technology to deliver for them ahead of the Thanksgiving holiday." Ensuring everyone boards in their assigned order speeds up the process and should take some of the stress out of the journey. American intends to continue the rollout at additional airports in the months ahead. What do you think of American's roll-out of the new boarding technology?