Upgrade at Booking [edited to fix mistake] is a super benefit and one I have twice enjoyed throuh Virtuoso bookings at Le Bristol. But I have yet to hit the jackpot for an upgrade at checkin. As noted earlier, I think this is because I always book a suite and inventory for these is scanter than for rooms. We often book a suite with what I refer to as a "water feature" -- hot tub or private pool. These are in even fewer supply.
There are good reasons to use Virtuoso for some bookings. For us, though, with our fairly simple bookings and our choice of superior venues, I am finding that the best properties offer benefits that often exceed Virtuoso/FHR. A recent example: booking directly through Las Ventanas al Paraiso provides better airport transfers (superior vehicle, more comfortable, niceties) with use of the VIP lounge at SJD. I have experienced this through Virtuoso and through direct booking, and the LVP version is certain to be preferred.
It seems some of the best properties are stepping up their offerings to keep in house as much of the travel spend as possible.
And, herewith my thanks for giving "ilk" its proper due; it was in no way a slam.