Denizen new Hilton boutique brand name

Will Denizen, the new name for Hilton's boutique hotel brand, supposedly rivalling W et al, prove to be a major success and culmination of months of planning by former W-man Ross Klein, or will it be a prime example of what critics of the global brands getting their hands on boutique hotels fear - concepts by boardroom consensus? Check out the Denizen website - wait for it citizens of the world - till 100 in fact, before your corporate video begins. What do you think?