Yeah, that's the problem with benefits available to anyone who signs up, when there is no restriction on who signs up. Everyone signs up and everyone gets the same benefit, so it's not that much of a benefit by then.

When the benefit is that something is free (internet access at hotels) if you sign up, but paid if you don't, then that's one thing. But when the benefit is to give everyone who signs up access to something that's limited (boarding or lounge), it just causes overcrowding, and isn't much of a benefit at all.