So to be honest I dont mind this new brand. Per the release no 2 properties are going to be alike. And so actually it's something different that you can experience at the midscale level. Yes IHG has their other upscale unique brands but nothing in the midscale sector that an ihg rewards memberc can use. As long as there are certain minimum brand mandates some can be pretty good ones as these are conversions. And 500 hotels in 10yrs- that's a lofty goal indeed. Could be a good option to consider if you are bored with the cookie clutter holiday inn Express or Avid as most of the tier 2 and 3 cities have limited ihg properties. Will be interesting to see how this one pans out.