More premium services on offer are better and American Airlines just announced several. It can be better to buy LAX private terminal access via American, in conjunction with a premium flight, than to buy it direct. Whether helicopter transfers represent a deal is more questionable. Both offerings have been done by competitors over the past two years.
The more innovative piece is monetizing access to their excellent Flagship lounge and dining products, which is a nice perk for those interested in paying the freight. The only downside here is increased usage.