My guess is that this actually has to do with the changing menu. It just doesn't make sense that on the one hand they believe they can treat 20% more when on the other they are now creating a free for all where anyone in the lounge has to fight for a treatment regardless of ticket class/status.
The new menu at LGW has treatments that last longer than the 15 minute ones so that means that less people will be seen if more people pay for an 'enhanced treatment'. I also note that there is no limit on the number of treatments so one person could be there for as long as they like, not giving someone else a chance at having a treatment. Perhaps the feel they have more chance of upselling these products in person...
The new menu at LGW has treatments that last longer than the 15 minute ones so that means that less people will be seen if more people pay for an 'enhanced treatment'. I also note that there is no limit on the number of treatments so one person could be there for as long as they like, not giving someone else a chance at having a treatment. Perhaps the feel they have more chance of upselling these products in person...