I saw a documentary on TV about these guys a while ago. They're ex cabbies who noticed the number of tourists wanting to visit Beatle sites, and knew a guy who used to take Japanesse tourists to some nondescript playing fields and tell them it was Strawberry Fields. So they started their tour company.
They seemed straight up guys who were quite protective of the Beatles image. (they were very scathing about a bad-taste spanish Beatle Bar.) Louise Harrison is involved as well.
The rooms were themed (ie The Imagine Suite with a big John mural).
Not my cup of tea, but they should pull in the punters, so good luck to them