It could be argued though, that US carriers allow far too many people to sit in the forward cabins too cheaply.

If VS keep the forward cabins exclusive / expensive, then those who really want to sit in them will pay for the privilege. Also, if you have plans that are likely to change, then you (or your company) should shell out for flexible tickets. I know that seems harsh, but airlines are there to make money (or at least stay in business).

You are also right about the bun fight. I witnessed one in the Air NZ lounge in SYD earlier this year. There were two United flights to SFO and LAX (I think) and we were sat near the United desk. The antics of people pleading / begging and being downright rude to the lounge attendant, who had all of their boarding passes laid out in some sort of pecking order, kept us amused for ages.

The upshot of all that appeared to be that there were more people annoyed that they didn't get the holy grail of the op-up, than were successful. At least with the VS system, the lottery aspect is taken away - if you want to sit in the comfy seats, then get the plastic out.

Nick