We stayed at the Morgan for a week in March 2006. We loved it.The location is excellent. British Museum ,pubs, restaurants, shopping etc. Bloomsbury is a safe area with easy access to transport and cabs. Warning for old fossils like us -- no elevator. I have bad knees so David put us on the ground floor(room 201). That was confirmed by email in advance and they came through with flying colors. If you really have a problem pick a hotel with a lift. I was able to navigate the 11 steps down to the breakfast room every morning no problem. Running up to the fourth floor would have been impossible for me. The breakfast was outstanding and all this talk about the cholesterol is bunk. There was yogurt, fresh fruit, toast , juices, dry cereals and David even offers Porridge (oatmeal). Yes there was the "full English" egg/bangers/ bacon heart attack platter too (it was a treat- once).
Our room was spotlessly clean and the breakfast room and food was too.
The family runs the place (brothers David and John alternate months managing) and John's son helps out with everything. A very nice family atmosphere. Is it the Savoy? Nope! But if you want a nice clean family run place in a great location - This is it! We will stay here again.
David kind of summed it up ."We try hard". They do, and it makes for a very pleasant stay. Rating : Excellent!