All airlines want the basic experience to be terrible. It is a way of legally advertising fares ridiculously low fares that no one will actually want to (or be able to) purchase. Never mind the boarding process, have you actually been in a standard UA seat lately? The legroom is nonexistent, and they keep making it worse. I'm 5'11" and I have never been nearly as uncomfortable on a plane as I was on my last flight on a 737 in UA, and I have flown many LCC's all over the world.