Let me now be the guy who revives this thread :)
So, we've got the caps and towels in the elite collection now, which is not a bad thing, as people who may never amass 200-300k credits but can reach 20-30k now have something real to get as well. But I think you should consider bringing some prizes for the top players too. It doesn't have to be cash valued gift cards, but something practical that can actually be useful, unlike the golf rounds which quite surely almost nobody will use...
If this elite shop reform was actually meant to encourage above average players, I think that's misguided, as the top players mostly won't quit and competition won't become significantly less tough, so for the vast majority even the caps will remain not achievable.
Instead, what I think would be the single most helpful thing to these players is reducing the ready-go rake to 10% and adding 50% payout to places 11-20 (meaning 11-15 would get 150% and 16-20 would get back the entry fee). That would bring many of them a chance to at least stay even, or be close to that. Uneven lies and other non-standard competitions may help too...