I agree. As a regular guest at one Silicon Valley CP (1-3 nights a week for over 2 years) it became my home away from home.
Consistent upgrades, breakfast & drink coupons (I don't think they are being given out anymore) and an always friendly staff awaited me when I checked-in.
Since the staff knows you have been there often and will be coming back, that may indeed influence the upgrade/benefits equation.
I also treat the staff well and tip appropriately when called for.