My theory is that they're trying to build brand loyalty in under 30s that want to travel and want to stay in hotels that have more of an interesting design perspective than a Super 8 or Sleep Inn, but have a travel budget impacted by student loan payments. So IHG starts them with avid and hopes they stick with them through Indigo, Even and Kimpton as their financial situation improves, just like Tru/Home2 seems to be a long term feeder for Canopy/Curio/Tapestry/Doubletree for Hilton.