ABSOLUTELY TOTALLY BUZZED Boutification

Oddly enough the word boutique grew out of the retail sector and was mostly synonymous with woman's clothing and accessories.
In time the pied pipe's tune of 'it's a small world' grew attracted hoteliers and in came the likes of Ian Schrager and Kimpton.
Now brandmania has swept into corporate culture led by W and most international chains now have embraced “Boutificaton” with open arms.
Can the cold hard light of Wall Street and cookie cutter standardized brands create alter egos of coolness? The jury remains out… with some having hit Starbuck's and other's taken to their favorite local.
For now boutique in the context of hotels, looks to be a vague, all encompassing and fishing net full of products which still need to understand the delineation point between brand and failed tagline.
Anyone remember the design hotel coffee table book craze?