The added value is an interesting question, as is CoC.
We"ve given away thousands in free entries to everything from the WSOP main event to GPS over the years, but with very few exceptions I don"t think the winners have benefitted massively from attending, experience aside.
I was very pro sending all winners to the WCOAP last year but we decided against at the last minute. The theory in doing it this year is that having all of our main event champions under one roof for one very special event, while not necessarily offering the cash first prize of a GPS or UKIPT, will create a very prestigious event that champions can look forward to through the season, with a Vegas trip added to serious bragging rights the prize. I can see this event being the live stream of Friday night and the most popular of all time.
The content it creates will be superb and it is in this context that a CoC works for me. I wasn"t a fan of the lets get all old champs back as Brian suggested. Perhaps in our tenth year we may have an anniversary special.