Thanks for empathy I did contact Swiss about it. If nothing else, they owe me a refund for my preferred seat.

I wonder if they decided to sell row 10 as J, and that's the reason they booted me? It would have been nice to be forewarned and have the chance to book another seat nearer the front, I guess.

FWIW I was still able to make my desired train. So no real harm done.