In a way I like the fact that CX is not that good at self service, but they will bend over backwards if you call them. For example, if CX goes down the route of BA, you will have a very limited seat selection available to you, and because people will be able to do things themselves, it increases chances of families / couples not being seated together, or being forced into middle seats etc. The more control you give passengers, the more likely that selfish behaviour will affect your seating selection.