Remember that the college students of today will be the NRS A's and B's of the future. Perhaps the Four Seasons gains a handful of future guests because of these advertising efforts which are basically free. The question is what's the downside of this advertisement? It isn't like the Four Seasons Seychelles is going to be packed with non-guests trying to sneak into the pool or a bunch of college kids are going to start showing up to have $20 cocktails at the FS NY bar making the places too crowded for guests.