Finlay notes that the effectiveness of such designs comes at the expense of guests, who have been persuaded by flowers and nice furniture to squander money on games whose odds favor the house. According to her findings, Thomas’s designs have a particularly marked effect on those guests who normally don’t gamble. The seduction of his decor, perhaps, is that it doesn’t feel like a gambling environment. The beauty is a kind of anesthesia, distracting people from the pain of their inevitable losses.
Jonah Lehrer, Royal Flush: How Roger Thomas redesigned Vegas, The New Yorker, March 26, 2012