I'm not sure how the rest of you feel, but it always tweaks me just a little when I see hotels and resorts courting the SMERF market. It happened during the Gulf War, right after 9/11 and it's happening again (with whatever we're calling this one). The on again, off again love affair with the SMERF market reminds me of a young couple, once in love, unable to officially call it quits. They keep getting back together thinking this time it will be different.