Theme park watchers are excited about the Star Wars hotel (so I surmise) because (a) it seems to be a new concept in resort integration and (b) the lack of details encourages rampant speculation. No, it won’t be suitable for everyone’s tastes or wallet (“you can please some of the people some of the time…”), but there’s nothing wrong with being intrigued by a theme park addition even if the interest is entirely theoretical.

“It’s not going to be for the average guest” is a silly objection. This is hardly the first Disney offering that is expensive, exclusive and aspirational. A company with a range of consumer products wants some of them to induce sighs of envy.