A good gambling operation is inherently "high touch". He defined that as a place where you can go where there is a buzz of human activity, and people pay attention to you if you are a flea or a whale.
I try to treat everyone the same, no matter what their bankroll, to the point of making a point not to look at people's balances most of the time.
That can lead to problems, with high rollers feeling snubbed because I don't go the extra mile to cater to them. One guy was upset that it took over an hour for me to manually process a large withdrawal that he requested on a Sunday afternoon. Another seems upset that I don't buy him steak dinners when he loses, though I think that is mostly tongue in cheek.
I'm sure most whales recognise that all the "free stuff" they get at the big casinos is paid for by the large house edge on the games they play.