I am biased here, as an experienced traveller I generally get it right. It is true that the airlines have soent 20 years telling folks that it is just like a bus, so as to reduce fear of flying and increase loads. Well they achieved that!!
I support this kind of action and hope that ALL carriers wil publicise material to their pax.
I can understand how the e-ticket folk think that 23k is the seat
and the e-ticket will need to have it's printing re-thought. A few years ago, thei changed boarding passes to have the gate and time very much larger than before, something similar required.
The multiple international variations of airport and carrier requirements is never going to be fixed!