Funny, I thought the exact same thing as Sir D when I read the article.
I think people who use this service are in the same category as people who rent extravagant places at the kennels for their cats. Whenever we leave our pets at a kennel, there is always some gigantic fake house for a cat or dog, that is almost always occupied. I honestly don't think my cat could care less, as long as he has someplace to eat. Whatever makes the owners happy, I guess...
