Those of us who worked at the front desk of a convention hotel in Houston, Texas prided ourselves on making the guests feel special. When someone arrived at reception, credit card in hand, we would sneak a quick peek at it and address him by name.

Once, during a check-in, one of our guests presented a corporate credit card. "Welcome to Houston, Mr. Bell," the desk clerk said.

"Oh, please," the man replied, "call me Taco."