How important is it to stay true to your brand through ALL touchpoints?

Here is a picture from the bathroom of The Plaza hotel in NYC - a beautiful luxury hotel right across from Central Park.  Everything about the hotel seems top notch - and then this.  A dripping, soapy, plastic bottle of Softsoap sitting on a paper napkin on the marble sink in the men's room.  For the $16 I paid for my Gin and Tonic, you'd think they could have sprung for a nicer soap dispenser.  Remember - it's the little things that people remember...