Agree with you. Some of the posts made here are too much for me. Taking my clubs and cleaning my shoes for me - I'd honestly find it embarrassing and a bit cringeworthy to be treated like that. I think there's a line that crosses from good service to over-the-top. I don't need to be treated like royalty, just a respected customer I guess.
Have to admit normally I'd hate it but when away for a golf trip (we went east Sussex national) I did like that they took your clubs off you..gave them a quick clean and had them put out on the storage racks for before your tee time