Yes, see above. I also think it means do not treat them like an escort, so do not start to grope and grab them or initiate sexual moves. Treat them with respect means respect their chosen title of masseur (as opposed to sex worker/escort), and very often if you do not force the issue, you may get a pleasant surprise. This would seem to go without saying for many of us, but apparently not for everyone. That was always my understanding of the phrase anyway.