Re "... I do believe airlines shold give you a ticket stamped with the time you got in line, and if you wait over 45 minutes by the time you are helped, then you get a free upgrade coupon, or something like that..." (BoSoxFan45)
Upgrades are useless if everyone has one. You'll just have to wait!
Beetee, I've also noticed that a third of the plane at SWA pre-boards. That's the problem with open seating. It's a tradeoff for the low unrestricted fares. Since I normally fly with restricted tickets, I don't fly SWA.