It's a combination of two things - we find it incredibly easy with toddlers (and two elderly) to be able to just go to a lounge for breakfast/lunch/snacks/whatever, and just grab what you need instead of meals turning into a production with sitting, ordering, waiting, paying, etc. Clubs are amazing during the day for light eaters. And then my wife wants the flexibility of just being able to go in for a late drink after the kids are asleep and leaving one of the grandparents in the room with them. Of course the backup plan is a hotel bar, but after the first time staying with toddlers club level she is hooked, it was literally her only request (she would give up larger rooms, rooms with larger bathrooms, you name it), and I get it. It's just weird that most of these clubs stop serving so early.