They actually posted signs that told everyone to stay in their own lanes until the merge point and then for people to zipper merge (I don't think the sign said zipper, but that was the gist).

Didn't work, most people merged early still. I didn't feel bad at all about taking the other lane and proceeding to the sign that said "merge here" and saving 5 minutes of my day. I'm not a "race ahead of the crowd" type, but when they tell you to do it, then do it.