I think he means they are called first to board at the airport gate - but then have to wait as everyone has to get on the bus to take them to the plane.
(Essentially the Speedy boarding makes you wait longer for everyone - and you get on the plane at the same time - if not last - as you are now back of the bus & the ones that got on the bus last get out first
)
Same thing happens at Belfast Airport - and people still purchase the speedy boarding..... I'm sure at some point people will actually use their brains and realise what a gimmick it is though.