There’s no such thing as bad publicity. Or so they say. Holiday Inn seems bent on proving the point with their new U.K. promotion offering guests an unusual perk, a free “human bed-warmer.” As kinky as it sounds, it’s really just a hot water bottle that got complicated. A real person, fully fleeced up, will climb into your empty bed for five minutes to take the chill off the sheets. I think I’d prefer the hot water bottle, but then, I don’t think this promotion is really about warming beds. It’s about warming perceptions. I doubt they expect anyone to actually take them up on this, but it will get people talking about Holiday Inn and, ultimately, may warm up their bookings. It’s a pretty outrageous idea. Scary even. And that’s precisely why it works. Because you know what else they say, if it doesn’t scare you a little, it probably sucks. Nothing great comes without a little risk. Go, bed-warmers.