Is it standard to pay an increased rate for a hotel/resort thru Plat. amex/ FHR than whats quoted on the hotel/resorts website?

Ideally, I would like a cheaper rate with some perks thrown in (free breakfast).
If thats not possible at least the same rate as quoted on the hotels website, plus perks.

Am I looking at this wrong? Please educate on how the Plat. amex/ FHR program really works.

Thank you