The article ends by saying that most airlines don't do the optimal methods of boarding in order to encourage people to upgrade to priority/early boarding, and t

The article ends by saying that most airlines don't do the optimal methods of boarding in order to encourage people to upgrade to priority/early boarding, and that it makes them more money that way. Wouldn't it make the airlines even more money to optimize boarding, which would enhance customer experience, which would increase the likelihood of them flying with you on future flights? I'm sure some accountant somewhere has numbers that say otherwise but it's difficult to accurately measure how that small of a chance could increase brand loyalty (a major factor in Southwest's success). In my opinion, other airlines should reconsider the decision to leave boarding unoptimized. Is that the wrong way to think about business decisions or should you always trust the predicted numbers no matter what?