Reading the language in some of the recent filings, it seems very personal.
There was an appetite and sometimes you don't want to miss out on that when there is that appetite, if you're in a rebound kind of year. Universal was left a little flat-footed because they did their big Revenge of the Mummy rollout the year before.
The idea is to make people really lose themselves.
Disney's challenged the zoo world to up the ante. The trend is to be more theatrical, put storytelling in there. But they shouldn't try to go to the level of 'faux authenticity' that Disney can achieve.
Throughout the lean years following 911, Disney continued to invest at a heavy pace in its parks as it anticipated this turnaround in the market.
The highest (profit) margin business is the intellectual property business. I think there's a trend of (companies) still being involved in parks, but on a licensing basis.