I guess the special treatment happens in the air as a first/business class passenger The fact that there is a dedicated hotel for transit passengers, that a car picks you up from your hotel, drives you to the airport where you have your own dedicated check-in area and customs & immigration personnel is not so special anymore

I doubt you will see people giving massages anytime soon, especially in Dubai (Middle East = different acceptable social norms) and I don't think anyone would steal your luggage from a first class lounge (or any other area) given the consequences if someone is caught stealing I guess if you needed further attention, you could always check into the dedicated hotel (Le Meridien).

EK is growing really fast and is becoming a true leader in the airline industry and I think that is something to be proud of.

Just some thoughts...