Those of us who worked at the front desk of a convention hotel in Williamsburg, Va., prided ourselves on making the guests feel special.

When someone arrived at reception, credit card in hand, we would sneak a peek at it and address him by name.

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

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