I have a good friend that recently made Top Rated, and he is reporting an increase of close to 20% in sales over the first 30 days. So not only do you get the extra nice goodies for the achievement, but it is a self fulfilling prophecy in regards to more cash in your pocket.
This guy has had to jump through some pretty big hoops with customers, and continues to do so to maintain his status, so the big focus here is on not just bending over backwards for customers, but every which way as well!