The word "experiment" is still NOT something many executives are comfortable with. I've found that words like test or "get some data" etc. are words that executives can connect with better than "experiment". That's just my experience, even though I have no problem with that term.

Having said that, I'm curious if there was a less costly way for Sharp to test his idea without investment in an entire hotel? Not saying there was, but just trying to see what alternatives might have been possible?