This is only at some airports (ZRH, DXB for example) - at those airports having just contract lounges, it's still very much with the voucher DESPITE they're printing something like "We're inviting you to use the XXX lounge" on the BP, you actually do need the lounge invitation card for all but the dedicated EK lounges.

And I do agree, some of the remote airports personal simply have no clue about lounge access rule, got denied access to the lounge (as Gold) first, had to demand a superior at checkin to get my lounge invitation. It's especially bad as you still need to drop by the checkin even if you did online checkin without checkin luggage..