Of course, every valid contract has an expiration date, and specific provisions for termination.... but if it's say, a ten year contract, and you try to cancel early without valid reason, there will be penalties... and there are other legal ramifications to consider... the Trump Hotel Toronto has a pretty good reputation, and hotel rooms are owned by individual investors... if, for example, some of these investors felt that their cash flow would be negatively impacted by the confusion of a switch to a new brand, Talon could be open to lawsuits.... Matlow's suggestion is cavalier and is all about optics, as is almost everything else he does....