where all of the things you love about this area, where all of the villas are spanking new and people are building 400-room hotels. is there a threshold where things start to not be the things that you loved about the place in the first place and how do you guard against that? >> you know, tony, port antonio is a long way from getting there. it has not progressed out of the '50s. it has had very little tourism in recent years. >> why isn't there lots of -- everybody loves ray gay. everybody loves bob marley. everybody loves spicy, delicious, jamaican food. what's the problem? >> because you don't get off a plane and go a hundred yards to an all-inclusive. there's no real lift. you have to get here. >> it's that simple? >> it's as simple as a lift and simple as we're surrounded by