Originally Posted by mozilla

Pre-COVID it did have a concept/idea behind it, a few posts above I explained how I perceived it. Very much a "designed by young men, for young men" vibe, which is actually pretty unique, the only competitor in that genre that I know is the "Mama Shelter" chain, which has also been acquired already (by Accor). Mama Shelter also has the same jacked-up rates, but it's more extravagant, and at least their rooms are bigger and they offer multiple room categories.

Or as someone else said, it was the cool version of a college dorm or even an SRO. Post-COVID, the concept was diluted, and I totally get that new people to the brand don't get the idea anymore. Nowadays, the only remaining selling point is the premium locations of the hotels. But they are way overpriced for what you get.