I think the 1K+1MM changes the equation significantly - at least for me.
because my S.O. also gets 1K benefits
- she is not used to flying much and appreciates the some of the little perks that some of us probably dont need/want or have gotten numb to - particularly when she is flying alone
--- like earlier boarding, free snack and drink, premier check-in line, better access to E+ seats
--- some access to CPU's (yes, she got a ABQ-SFO-OGG CPU recently)

I like the same - and since I rarely flying on OPM (25% of the time these days - and never up front) - the PP and CPU's are nice - as are all of the above
the IRROPS help for both me and my SO are also very helpful
WFBF is never an option because it is just too freakin expensive - and I will take my chances with CPU/PP or even a reasonable SDU/TOD (if going over water) as paying to sit up front on a 737 is just not worth it.

I like the 1k line, 1kvoice for issues and problems
yes, I like pre-boarding (especially since those lines are getting shorter) - my recent OGG-DEN-MSY had only about 3-4 1K pre boarding (including me)
-- more $ for food when an IRROPS occurs

... and yes, I sense that UA treats 1K better - more likely to get my first choice meal, extra free drink in E, more likely to get middle seat "protected"
and stuff that is probably available to everyone, but I think it available to "me"
- better access to reward tickets, seat selection, returns, changing flights,

and yes - again - the SO likes the idea that "they know me/her/us" and seem to provide better treatment.......