"All about the experience." The contemporary marketing jargon coming out of the CEO's brain, coupled with the ever-so-stylish corporate branding and architecture, are proof that this is all meant to be cool hipster care (and for maximum profit). Isn't it obvious, though? Such is the nature of the cultural centers of the West Coast! Bourgeois hipster varieties of every possible service. The activists might as well protest Lyft's surge pricing and New Season's organic produce section while they're at it.