I think this raises an issue of branding vs. allowing hotels to retain unique identities. Calling a bunch of fancy hotels "St. Regis" dillutes the cache of the NYC original and eliminates local charm from the properties. The Tower at Century Plaza was a fine 5 Star property and could continue without "St. Regis" change. I think this "St. Regis" thing is really cheesy. Why not operate each hotel as a "Luxury Collection" property with an individual identity. Starwood is getting too streamlined at the top end of the bracket, I think.