I think that Hilton pushed just a little bit too fast, and went just a little bit too far.

And by that I mean poor timing, and no mitigating good news.

I think another factor that the geniuses at Hilton (and probably none of the major chain's executives) have not seriously considered is just how far can they devalue until customers say it's just not worth it anymore?

With this devaluation, Hilton is so close to the threshold where I say it's just not worth it. And I suspect many others do as well.

Since there are now other chains with significantly better value propositions and respect for loyal customers, it's time to move on.