I recently booked a transcon SJC-ORD-ROC-ORD-SJC. The outbound flight placed me in row 33! Plus, I could not get the desired return flight of ROC-IAD-SJC to get me in earlier next Friday because it was "Sold Out".

Based on this thread I called 1k Res Desk and they happily changed my seat to the bulkhead row on the outbound and and confirmed me for my first choice on the return. There was no price difference. Go figure.