In a recent issue of the incredibly-shrinking-but-always-interesting New York Times magazine, Rob Walker’s Consumed column "Favor Enhancement" explores if it’s possible to cold-bloodedly design customer loyalty by random acts of kindness and generosity. The Hyatt hotel chain did months of research and found that the unexpected nature of small gifts leaves the customer not just pleased but also grateful. Now, it’s empowered all of its manager and employees to be on the lookout to do favors. Grateful customers get told about the program, with the hope they’ll buzz it up to friends and colleagues. It’s early days still, but now that the secret’s out, Walker asks, what if Hyatt customers don’t receive a random favor and resent it? Backlash time.