And I think cltwbb is probably who EasyHotel is trying to appeal to. And if it's really $35US, then that's actually a good deal (for a cubicle ;p) for the US folk since the GPB is kicking the greenback's butt.
Given EasyJet & EasyCruise are getting booked, I'd say there are a lot of folk out there who will take advantage of EasyHotel (I won't be one of them given no Marriott or Hilton points attached

).
Anyway, when we've had some London Dos, folk have looked for the cheapest including hostels & at the recent SeaDo we had some very elite airline folk who booked at the Seattle hostel to save some $$. So there's something for everyone, & I put this out there for those who need a cheap place to stay/put their head.
BTW, the telly costs $8.60. Cheers.