I agree that the use of Family is confusing, unorthodox as well as unappetizing for some folks and that using Affiliated would be much better.. Especially as other hotel brands are brought unto the Marriott site.
i stay in a wide variety of lodgings and think hat families and business travellers ( as well as adults who don't relish staying in aso called "family friendly" property) welcome a separation of these types of properties. Just my two cents.