I suppose this trend began a couple of years ago when Westin started selling its "Heavenly Bed" mattresses. Today I received an email from Kimpton about shopping on their "Kimpton Style" site.
As they're selling all this stuff online, one might imagine a point in time when upon walking into your hotel room, you find yourself essentially entering a department store. Everything you see can be bought. The bed, the towels, the lamps, the mirrors. Maybe every item in your room will have a price tag. Maybe the bartender will try to upsell you on buying some glassware and the waiter will ask if you want the tablecloth.
This also begs the inevitable question - what about trade shows as online merchants?