On the handful of occasions i've flown in from N. America (both east and west coast) in NCW over the last couple of years this has been the norm. I suspect the difference is that the flights are shorter than you get from Asia (although it becomes a fine line when you're comparing LAX with BKK), so no enhancing going on here.

You do of course in theory have access to the arrivals lounge if you want the full english.