Imagine renovating the outside of the hotel (purely for eastetic) while the inside is already beautiful.

It's not necessary, you won't even see the outside when you're in.

I could also use the exemple of a brick and mortar store that decides to have a warehouse style building (Costco or a cheap furniture store) to cut on expenses at the expense of an experience and reduce prices. There's a market for this, sure. But the warehouse experience is not the one I aime to deliver.

I will build the leatherMint into a prestigious and respected establishment and the boxes are like my store front.