If you saw how nutso some of the people on FT who are spending 6 hours in a room go over whether they got a room with better fake artwork on the wall, you would understand.

It makes people feel "special" when they are not. Same reason the marketers coined the term "elite" and "status" rather than "sucker".

Conversely, it makes people who did not pay for a "better" room envious and thus more willing to pay more for the better fake artwork.