BOUTIQUE - ANOTHER NAME FOR SMALL?

Boutique seems to be the 'in' word right now. Boutique hotels are springing up everywhere and in the last couple of weeks I've also heard of a Boutique construction company, a boutique media consultancy, a Boutique investment bank and a Boutique spa.
Surely it's just another word for something small? The definition in the dictionary is essentially a small shop - and obviously its taken from the French word.
I suppose the word conjures up images of high class and service, but what's next? A Boutique branch of McDonald's?