I think they sort of backed themselves into this. Voco is essentially a premium collection brand (and one could argue that maybe Indigo is too), but they make everyone name the hotel Voco, which most boutique/independent type properties probably don't want to do. So what do you do to get those properties? Introduce another collection brand where properties won't have to change their name to Voco, and then craft a bunch of talking points about how it is distinct and different from Voco.