I believe Air Canaa/Aeroplan sets a price for purchasing their points as well any other Air Canada service they are purchasing. All of the perks which Air Canada needs to provide to the card holders is wrapped up into the fee for points and additional services. So things like Lounge Access will come with tha $ cost to the credit card companies.

I recall this was part of the $ which Visa and Mastercard paid in advance when Air Canada bought back the Aeroplan program a number of years ago. It was Hundreds of Million of $ which the credit card companies paid to Air Canada to help finance the repurchase of their program.