Readers of this newsletter will by now know that I'm a big fan of Airbnb (the brand, anyway - they're not exactly spotless!). I wrote a paean to them before their 2020 IPO, and thought they had the best brand "campaign" of 2021. I think CEO Brian Chesky's 11-star experience funda should be mandatory listening for anyone working in the service industry. And this week, they announced something crazy, to up the rachet on their "unique experiences" offering...