I think it's pretty strong actually. Lots of points with promos, pointbreaks, full range of hotels (i.e. HIX to IC), good global coverage (in my experience much better than Hilton, SPG and especially Hyatt) - and their top tier (RA) is only for a select group who bring actual revenue, stay more in high end hotels, etc - and not via simple status match. Normal Plat is very easy to achieve (couple of stays at right time, or indeed a status match) and to me has given quite nice upgrades in non-IC hotels (such as Club access in CP last weekend). Even as 'normal' AMB I usually get a good treatment in IC's.

If you want top treatment in ICs - it's only for RA status; which requires a large number of stays - but you get great benefits (multi-level upgrades, free minibar, etc).