Fairmont Hotels, which is roughly equivalent to Ritz-Carlton in price and amenities has apparently upped the ante in their loyalty program, the Fairmont President's Club, to which I belong.
Free Interent in rooms and hotels
Free Local and 800 calls
Free use of a Lexus vehicle (strings attached, based on availability, cannot be reserved in advance, and other things.
Hopefully Marriott Rewards will see this as a trend on comp some of these things. Maybe complimentary Mercedes Benzes?