Hotel rooms - the affects of the aggregators

Recently I stayed at a hotel in London where the overnight rate was over £200 and had been organised for me. The hotel had all the facilities and services you would expect from a top class venue and staff focused on ensuring my customer experience was a positive one worthy of the price. But have hotels created a new problem by competing via the various travel aggregators?  When I looked out of curiosity at sites such as www.laterooms.com I found I could book the same room for much less. What did this then do to my customer experience?  Even though I wasn't paying for the room the fact it was available at a lower price I felt unfair and that the hotel should be providing me with the most affordable price and not take advantage of the fact I hadn't used a travel aggregator site. Hotels should drive for fair pricing and offer customers the best price whoever they are and drive an epic customer experience that is fair and builds their brand.