That is true, however you did not consider taste and brand dynamics. It cheapens the brand and guests do notice. And the admiration many held and still hold for AMAN as brand is not only powerful but also translates into numbers. I have seen guest lists of Kila in the 90s and 2000s... AMAN has always attracted the "who's who" of International business, the arts and socialites. The crowd was understated but with very refined taste. It is clear the current ownership (structure) wants a different guest profile now. A clientele that buys the stuff his wife comes up with. Perhaps even influencers and crypto guys, as long as they pay what they command. It does make business sense. I just wonder if it does in the long run. AMAN always had 200 dollar t-shirts, but they were locally made. Everything has become a bit predictable.

In essence: you can't run a group like AMAN only by looking at the next two quarters or next year. They drank too much of their consultant's kool-aid.