I too have found it to be inconsistent (but then isn't inconsistency what Air Canada prides itself on?).

I am SE, so I use the MLL often in Canada. I just have to mention here, after spending a week travelling in New Zealand my experience with the NZ lounges. I had three colleagues travelling with me, none of whom were *G or travelling on business class tickets, and in three difference cases and three different Air NZ lounges, the attendant let them in with me as guests even though I was only entitled to one guest - never an issue, never a hassle, and no attitude from officious lounge attendants. If that isn't contrast enough with the Air Canada MLL experience, the Air NZ lounges blow AC's lounges out of the water in terms of amenities, food and beverage.

So while AC staff obsess over rigid protocol (such as presenting a physical aeroplan card, despite what is on the boarding pass), Air NZ staff obsess over creating a positive customer experience. What a novel concept!