This is the problem with ideas like loft. A lot of people think it is a good idea. They give feedback about what they would like to see in a service like this and consider pretty 'neat' at best. Then it pops off the front page and they never consider it again. Making reservations is easy. People will probably not "love" this service, because it isn't even close to essential. ITT a lot of people provide feedback about a product they will never use giving the founders a false sense of feature and product demand.