Since these things come up every couple of months or so on FT, it's funny we go through the same cycle every time. But for me, it's simple:

1) There is no such thing as too good a rate. I've stayed at hotels for $1 a night (through Priceline). I've stayed at GOOD hotels for $6 a night And not knowing anything about Bora Bora, if I was interested, $100 a night might seem just right. I know very nice resorts in Phoenix go for around $100 in July (of course there's a reason why they are so cheap) so a $100 resort would not phase me. Similarly, I've booked air tickets so cheap that I knew they were a 'signal' from one airline to the other... doesn't mean they weren't valid...

2) I know when I see ads in the paper the company always reserve the right to pull it's rate for typographical errors. I always assume the same on the web, and I'm sure it's buried somewhere in the T&C.

3) That said, there are a few companies that will eat the price when they make a mistake like this. Apparently SPG isn't one of them, and that may or may not be a reason to not use them in the future. For me, it doesn't bother me. For you, maybe leave SPG .. but I don't think you'll find another major hotel chain that won't do the same...

The only complication I see is that I am sure someone booked a non-refundable airline ticket .. doesn't matter how far in advance, I have booked airline tickets 330 days in advance (award) and sometimes those can be pricey to cancel.. let alone nonrefundable revenue tickets. I hope SPG and the hotel handles those on a case by case basis.

Best of luck to those of you who got Bora Bora reservations.. I hope no one gets seriously burned by it.