Good point. There are nice places that aren't part of a chain.
We spent our honeymoon touring bed & breakfasts in Ireland and loved it. People would welcome us into their home and lead us to our room. Very nice places and very clean too. Some nicer than others.
We also stumbled onto a lovely hotel in Ft. Lauderdale called Pelican Grand Beach Resort and it's not part of a chain. Luckily it was even prettier in person than it is on their website.
I guess it would be hard then for Canadians to gauge what kind of place you're getting based on the name. For most Americans then, each hotel brand name sort of conjures up an image of a certain standard of quality or lack of.
If I'm staying in an unfamiliar area, it's easy to rely on a name like Marriott, Hyatt, Ritz-Carlton, etc. to know it won't be dumpy.
I guess it depends how much of a risk-taker one is.