The problem isn't "multiple bookings" on hotel stays. Like how many times are you going to drag yourself to the hotel anyway -- very different from the purpose of mileage runs.
The problem is that thousands of people read flyertalk. So a particularly good deal will get thousands of bookings. There is no way to avoid this problem except make the information "exclusive" to a limited number of people -- something I personally do not support.
And I'd note that those who begrudge "friends and family" bookings got their wish at the La Quinta. They're honoring ONE booking per credit card.