Very nice. I used the one at SFO recently, no particular perks such as a back massage or high tea, but as you experienced the line was shorter, and the smiles were wider.

Speaking of shorter lines, I was at the impressive car rental center at O'Hare, and it was crowded, but Budget has a separate line for reservations through Costco, which may well have saved me half an hour. Maybe one day Alaska could do the same.