That is the title of this excellent essay by Josh Barro, via New York Magazine. Here is the opening paragraph:

In 2016, Marriott Hotels, which had 19 hotel brands, merged with Starwood, which had 11. They didn’t abolish any brands in the merger, and so the company faced a challenge: How to explain to customers, or even to its own employees, what makes all 30 of these brands different from each other. So shortly after the merger, the company produced this cutesy matrix: