Pop-Up Hotels Going Wild

First came Design Hotels Papaya Playa in Mexico and new the concept of pop-up hotels is getting out of the box.
It's a move not dissimilar to the food truck concept that is sweeping the globe, which could very well be terms pop-up restaurants.
One of the really different idea's I read about in the IHT (International Herald Tribune) is coined PopUp Ashram in Tulum Mexico. Here the offering is yoga, hotel and a spiritual retreat. More of these are in the works.
As hotels continue to be asset heavy massive investments, the question is can these temporary trendy offering ever really compete with the nearest Holiday Inn? Or should they even?