The main benefit is a lifetime warranty on Shaw hardware. Admittedly, in the past, Shaw would sometimes replace out of warranty hardware for free, but it sounds like they have ended that practice if you are not a member of this program.
You also get a couple of free Video on Demand programs of your choice and 25GB or 50GB per month more data if you have Shaw Internet. There are some other benefits, too:
http://www.shaw.ca/shawfriends/
Unrelated to this program, Shaw is currently running a promotion for customers with both Shaw Internet and TV: their cheapest home phone service is discounted for the first year, then $19.95 after that:
- free install
- free first month
- $14.95 for months 2-12 (rest of first year)
- one year of free long distance to U.S. and Canada
- you can keep an existing phone number, but that requires 10 business days to move over