I totally get the push-on the membership. For me, a member every year since U2.com went live, it gives me the peace of mind that I'll be able to get a couple of tickets where and when I want. I usually end up going to more shows and getting tickets on the general sale and I've been pretty successful. I'm in the first tier now and I'm not going to give it up. I usually take one special trip and I like knowing that if I want to travel to the tour opener or closer, or a city that I've never been that I will be able to get tix.
I have been shut of shows for other artists that I've wanted to see.....Springsteen in my hometown last year comes to mind.
While the other membership merchandise has been up/down, I enjoy most of them too. I like the book and the early concerts. They could definitely add more live content for members to access/download.