I didn't think much of the Concierge service the first year I was SE, because I didn't need it.
Fast forward the next few years, the concierge service has helped me and my family out innumerable times. They've helped us make tight connections and taken care of us really well during IRROPS - a really big deal when traveling with kids and elders.
The reward tickets have been great. We've lost track of how many international and long haul J reward tickets we've redeemed.
I've also gotten much better at planning eupgrades - both in terms of successful upgrades and burning all of them.