So I feel like they did successfully establish themselves as the noun for that kind of thing, which to me speaks to the power of the idea and the marketplace they created because the name doesn't exactly roll off the tongue.
But overall I think the hotel room market is just much larger than the "boutique group stay" market so they have to maintain position as a direct hotel competitor (but I think it is an issue vis-a-vis people complaining here about things like having to coordinate with an individual even though they willingly chose that route).
Even these days I'm not mostly looking to deeply research my overnight stays much of the time and often default to my hotel chain of choice or a hotel/Aparthotel that I have previous experience with.
At the you're paying more than a hotel and you have to spend 2 hours deep cleaning the place... That's when you start to really reconsider.
Doesn't really make a lot of sense to me to just shop on price and then compare the experience to booking a hotel room, it's totally different.