Originally Posted by diburning

I think it's so that people sitting in the exit row aren't entitled to the three free drinks. United, Delta, and American also do not designate the exit row seats as Economy+/Comfort+/Main Cain Extra.

I'm not positive, but I heard they'll also be checking boarding passes so that if the passenger didn't pay for EvenMore and just happened to be sitting there via random seat assignment, that they will not get any of the soft product perks of EvenMore outside of the bin space and maybe the cookies.