Well, I'm glad Scoble didn't jump on the tech blogosphere bandwagon of giving the Mojave experiment zero credibility. I think the Mojave experiment works for regular ol' consumers but not so much for techies. Here are my thoughts in more detail: http://bobcaswell.com/2008/07/29/mojave-works-f...
In the model I saw, that wasn't a problem. Seats and rows were clearly labeled, and you see the layout of the theater every time you purchase your ticket. Also, it's not a football stadium or anything like it. It's really, really simple to find your seat in a movie theater.