Business innovation?

Here is a story on an interesting innovation from MSNBC - Cold sheets? Hire a human 'bed-warmer':

International hotel chain Holiday Inn is offering a trial human bed-warming service at three hotels in Britain this month.
If requested, a willing staff-member at two of the chain's London hotels and one in the northern English city of Manchester will dress in an all-in-one fleece sleeper suit before slipping between the sheets.

However, not everyone seems sold on the idea. As our friends over at the Economist blog Free Exchange note:

Indeed, nothing is more comforting to me when I'm trying to sleep than the idea that only minutes earlier a complete stranger was lying in my bed.

Seems to me that this is a case where technological innovation may be better than organizational innovation.