For me this happens more when I am upgraded and my companions are not. In this case should they be allowed to board with first class?

I have seen so many flamed for violating not rules but what I would refer to as a so called custom or social norm, yet no one seems to see this as a violation of what is a stated rule. Here is the rule: http://www.aa.com/i18n/urls/boarding.jsp

Also please note that AA actually charges for the privilege of early boarding if you are not entitled to it. Theft of services? How is this different than the person who moves into MCE and is told to go back to their seat as they did not pay for it. Is it OK if they are traveling with an elite?