Loew's to advertise actual movie start time

I know that a lot of people are cheering Loew's decision to advertise the time their movies start instead of when the previews start. I am not one of them. Perhaps my top pet peeve is poor movie theater etiquette. I loathe people crawling over me after a movie has already started. Now there are going to be twice as many people doing just that, because some people are physically incapable of showing up to anything on time. Don't believe me? Next time you go to a popular movie at a non-Loew's theater, count how many people show up during the previews. Once this advertised start time change takes place in more theaters, 4 out of 5 of them will be showing up after the start of the film. I'll be the guy chucking Gobstoppers at them.