I don't think tech companies can compete with that; if you want a concierge on retainer you want a guy you can talk to and explain your weird request. Nobody is paying 10+k a month to get a "barely close enough" answer. I also don't believe that's what they aim.
Instead they intend to go for the "fake concierge, but close enough": tie-ins into all their sub products, in an unified subscription and interface, at a small fraction of the cost. Oh you want an hotel ? We have that. Renting a car ? Buying a musical instrument ? Make a reservation at a restaurant ? Done. Oh, you want that actually unique request that does not get enough volume by month to be a business on its own ? No, we don't do that, but here is the google search results for it.
In other words, I believe Google One aims to play in the same court as Amazon Prime.
These discount services have one critical weakness for most of us: you must spend at least 10x the membership fee each year on compatible services to benefit from the discounts. If you don’t spend at least $2000/year on eligble costs, paying $200/year for discounts rarely makes any sense once you add up the money saved.
Credit cards try to democratize through “points” but the same math applies when comparing to a debit card.