Madrid (and Spain in general) seem to innovate a bit more than what headquarters want and can propose, something to credit to local management.
For instance, for long haul flights originating MAD BCN (BIO and VLC?), free limousine service (last time I got a great BMW series 7, fully equipped!) or free airport parking for FB platinum in all classes and C&P passengers. Lounge access in MAD for FB platinum on arrival, etc.
So I am not surprised to see local AF ES taking initiatives to improve service and punctuality from Spain.