Upload & Sell: On
I don't know if the benefits for a non-professional justify the cost (to me; not making a judgment for anyone else), even of the gold program, but Canon clearly is perfectly happy to let anyone join who has purchased enough Canon equipment.
Forget the repairs and cleaning.... which are seldom needed unless you shoot in fairly nasty environments and/or beat your gear around. I'd say the loaner program ALONE is worth the $100.
So right! I've always wanted to try out the TSE lenses and the 500f4, so I joined a month ago when I needed a repair done. The repair savings in nothing compared to the savings of renting lenses for evaluation. It may not be as convenient as a rental for a planned trip because availability isn't the same, but it's perfect for evaluating equipment.