Meghan Markle’s latest business venture, As Ever, has left many scratching their heads. The Duchess of Sussex, known for her ambitious but often confusing projects, is now reportedly branching out into hospitality as part of her new brand. But what does that even mean? Is she planning to turn her Montecito mansion into an Airbnb? Or is this just another attempt to throw everything at the wall and see what sticks?

The announcement of As Ever has been met with skepticism, especially after the lukewarm reception of her previous venture, American Riviera Orchard. Critics have pointed out that Meghan’s business ideas often lack focus, jumping from pet food to rosé wine to makeup without a clear vision.

I really believe this is just another one of those things where Meghan has no vision,” one commentator noted. “She’s just throwing anything she can at the board, hoping that something will stick. That’s the only thing this can be.”

The idea of branching into hospitality has raised even more eyebrows. What exactly does that entail? Temporary Airbnb-style accommodations? Self-care retreats? Calligraphy seminars? Yes, you read that right—calligraphy seminars.

Interestingly, some have drawn parallels between Meghan’s business approach and the evolution of Airbnb. What started as a budget-friendly alternative to hotels has become known for its hidden fees and cleaning scams. “You pay a cleaning fee, but you still have to clean the place yourself,” one critic explained. “It’s basically a scam, and that’s why it’s so comparable to Meghan Markle. Everything she does is promoted as real, genuine, and authentic, but it’s not.”

If Meghan were to venture into hospitality, would it follow the same pattern? Would her Montecito mansion become an overpriced Airbnb with a list of chores for guests to complete before checkout? It’s a bizarre thought, but with Meghan, anything seems possible.

One of the biggest hurdles for As Ever is the same issue that plagued American Riviera Orchard: trademark problems. Without a registered trademark, Meghan can’t legally sell any products or services under the As Ever name. Yet, she’s reportedly planning to launch the brand in conjunction with her upcoming show on March 4th.

“How can she start something when she doesn’t even have the trademark?” one critic asked. “This is just going to be the same thing all over again—a lot of hype with no real substance.”

Meghan’s critics argue that her business ventures lack a clear direction. From pet food to rosé to calligraphy seminars, it seems like she’s chasing trends rather than building a cohesive brand. “Why are you doing pet food? Why are you doing rosé? Why are you doing makeup?” one commentator questioned. “It’s like she’s just throwing random ideas out there, hoping one will take off.”

Some have even suggested that Meghan should consider turning her Montecito mansion into an Airbnb. “I think there are some people out there who would absolutely love to rent that place for a night,” one source joked. “At least that’s a concrete idea.”While Meghan’s business ventures may not be successful, they are undeniably entertaining. “I will at least give her this—it’s very, very entertaining watching her fail over and over again,” one critic admitted. “It’s like a never-ending soap opera.”

Whether it’s the drama surrounding her trademarks, the confusion over her brand vision, or the sheer audacity of her ideas, Meghan continues to keep the world talking.

As Meghan prepares to launch As Ever, the question remains: Will this venture be any different from her past attempts? Or will it follow the same pattern of hype, confusion, and disappointment?