Yep, it was... but at that point it hadn't hit the mainstream press.

It's interesting to read some of the real-world numbers on the differences in boarding times, though.

Nice of them to officially implement it just after I made elite, too. So I flew 4 board-by-rows segments as WP hoi polloi, plus 3 segments with general boarding before it went systemwide... and since then have flown 1 segment boarding in coach as an elite and 7 segments boarding in FC due to UGs (5 of them on my most recent trip )

Ah well, just one more reason to go for elite status, I guess. Your stampede is much smaller.