Summary: you only get loaners and and such once you've purchased "20 CPS points" worth of stuff, which seems to roughly amount to $12-15K worth of gear.
It's a lot less than 12-15k for the Gold tier; more like a couple $1-2k bodies and $3k of lenses (which could be used), which is pretty standard for even the lowest end professional. The $100/yr membership at that tier is more of an issue.
For the top tier, it's probably $10-20k of gear, and $500/yr.
http://www.cps.usa.canon.com/about_cps/about.shtml
Summary: you only get loaners and and such once you've purchased "20 CPS points" worth of stuff, which seems to roughly amount to $12-15K worth of gear.