The price is $39.99 for non-awards members and $34.99 for members and considering that one dinner buffet costs between $25 and $30, this will pay for itself in 2 buffets (since breakfast and lunch are cheaper).
Tip: buy your pass late one evening for dinner, maybe about 8:30 or so, then you'll have until 8:30 the next night to have an early dinner. Try to fit in breakfast and lunch and you've done 4 buffets! We tried this, but unfortunately, we didn't eat breakfast until 11 so we were too full for lunch and ended up doing dinner around 4ish.
A great way to check out the buffets without having to pay full price for each one.