Yeah, all this UAE visa scheme is quite unusual, to say the less.
I'm staying at the Le Royal Meridien, and after I enquired, they told me they only provide visas to corporate customers, but since I was an SPG member they would make an exception in my case.
They charge 450 Dirham for the visa, plus a 5000 Dirham auth on my CC. (I don't know why is this, maybe in case I decide to cancel my booking with them after I get the visa?).

Seems a bit ridiculous to me, not everyone flies with Emirates, or through a travel agent. If on top of that hotels make it difficult, some people might genuinely unable to get a visa.