I really don't get the branding going on here. Hilton already has a bunch of bottom-rung hotel brands. Why on earth do they need one more? Someone at Hilton needs to be fired. Let's get consistent brand standards that are actually enforced and then we can talk about segmenting to such an extreme level. I can see a day when the only difference between one Hilton brand and the next is the thread count on the linen .