From Bill Geist's Zeitgeist:
We've already issued Air Law 5 about the goofs that insist on attempting to carry on luggage as big as small pony. And Air Law 7 about the people who rush to the gate to board, regardless of their section, in order to secure overhead bin space for said pony.
Virgin America's brilliant solution: Board First Class first. Then, people needing assistance (though not with their pony)...then people without carry-on luggage. Leaving the people with ponies to duke it out for space after everyone else has been seated, thus ensuring that the boarding process moves smoothly right up til the end.
And, what an incentive to pay the $20 fee to check luggage! An easier time in boarding. Now, for some, that is a benefit that might just be worth the fee that other airlines have imposed with no additional benefit.