Agreed.
It tried a few 'models', and when we went there when it first opened there was no entry charge and the place was very good, if very pricey for one BM I know 555
I put its demise more down to 'location'....
There was no passing trade, and very little marketing.
Going into the less well trodden areas of that business as they did, also requires some ahh, secrecy, something they didnt need more of.