"You would think some advertising in the cafe would be self serving as people might hang around the SP longer or even come back for the free day on Saturday."

If a person said they went because of a flyer and told them he got screwed on in a chip deal, Example: counterfeit chip, the SP would be responcible.

"I am guessing they welcome the room key advertising as it costs them nothing, since they are getting "free" keys from the club."

My guess is they marked up the actual cost of the keys between 50 and 200%

"I do know they did put it on the big marquee last year and it looked good."

My guess is the cost of the marquee is buried somewhere in the contract. The hard cost of changing the marquee at the Palms was $1,000.

Conclusion: Nothing is free. They are in business to show a profit.

IMO the charges I've seen from the SP is way less than most casinos would charge.