I'm pleased to not be a regular customer in the US based on this. I do have a few stays planned for next year at various US Hiltons, with most of them being an easy switch to either Hampton Inns, or other groups. I've checked in with a couple of the properties after seeing this announcement just now and even the increased amounts cover circa 50% of the breakfast cost, before tax and service. Easy decision to plan to stay elsewhere, as breakfast is a key benefit for me. Understand it isn't for everyone though and each to their own etc.