What a great article in the NYT.
It further illustrates Michelin's inconsistencies and I agree with the marketing ploy theory.
For the first time, Michelin awarded a hole in the wall restaurant based purely on cuisine when all along, it has maintained that service and decor was very important and was the excuse as to why certain restaurants never acheived 3 star status. I'm not saying the whole in the wall doesn't deserve the 3 stars, but it clearly exposes the inconsistencies and shortcomings of the Michelin guide.
Glad Tokyo had the confidence to say thanks but no thanks. It's a shame we didn't do likewise here in the US.