Hmmm, on first viewing:

1. I do think it makes sense to have a couple of tiers.
2. The names of the levels--"smart" and "sophisticated"--are "silly" and "sophomoric".
3. The price difference between the two shows not a true tier system but rather the conscious targeting of different marketing segments. Someone bringing home $200k a year can easily handle the lower tier, but there is no way they would go for the higher tier. Whereas someone who is making over $1 million a year (or with a very high net worth) can afford the upper tier and would pay for the convenience. The upper tier might also target corporate accounts.

In addition, I'm surprised they didn't include a buy-up for more reservations. If I were doing their product marketing, I would increase the number of reservations for the upper tier to 6 and add an option of members buying additional reservations for $5k annually.