Because I bet they didn't reduce the price of rooms when they took the umbrellas away...

At the end of the day they can do what they want, but this is why brands like Marriott and Hilton aren't growing in the same way as other brands in their respective portfolios. Hotels are gradually going down the same path of 'hollowing out the middle' that has already happened in fashion retail, groceries, etc where high end and cheapest options survive but the mid-priced option is a bloodbath.

Decisions like this that that erode the differentiation with limited service hotels seem smart in the short term (and may make individual sense for whichever mid-level manager signed off on this who collects a bonus from the temporary bump in margin then moves on in a year), but doesn't make the case for guests to stay at a Marriott rather than a Moxy in future.