$10 fee for 'early' check in. What's early? Appare...

$10 fee for 'early' check in. What's early? Apparently anytime before 3 pm. What? I get that room availability isn't guaranteed before 3 pm. But if you have a room available early, but still tack on a $10 fee? Bogus. You're competitor next door, embassy suites, much nicer hotel, comparable price, no fee robbery