Can't comment about the "blinding lamps", per se, but I can say of the two stays I have had recently at Dallas-area Alofts, I am highly pleased. This should prove to be a well-received brand and concept IMO.

I am hopeful the concept will carry into 2nd or even 3rd "tier" cities and more-rural areas where starwood has coverage gaps.

BTW - I am a long-standing fan of Westin's Heavenly bed" series, but Aloft has nailed it also w/ a super comfortable bedding. I am curious if they are the same brand as the Heavenly-series (because they feel comparable to me) ?