What about the whole experience?
On one of my Silversea cruises, I had a lovely massage. The room was perfect. I got to select my music and my level of lighting, etc. However, the girl spent quite a bit of the time trying to sell me some cellulite treatments and really went into a huge sales pitch. I left really not at all relaxed and felt "worked" and also fat! Next cruise, I went to Sandy Lane in Barbados and had a facial, and it was fabulous.
If I am going to pay $2 or 3 a minute, I don't want chewed out, sold to or anything of the like.