Well there are some that are addicted to Disney, you can tell them to sit and roll over and as long is Disney brand they would do it. Disney does have the family market for sure, but their problems begin when those kids turn 13+ year old. That's when cute just looks cute, and awesome starts to sound more tempting. Also we need to stop talking about SWL, because we wont see that anytime soon... Lets start talking about it in 2018 when construction is about 2yrs away from it's opening date, if there is no typical delays... So right now the best they have is Avatar to competewith, then you can bring Disney Springs "maybe", Frozen at Epcot "I guess". So it's hard for me to understand why people think of SWL as a direct respond to Diagon Alley.... by the time SWL is finished, DA will be about 7yrs old "so not a valid point" the only thing that can be used as a DA respond is New Fantasyland... But if SWL is their true respond to DA years and years after, then SWL has to not only deal with DA, but also with Kong, new Hulk, F&F, Race Through NY, Volcano Bay, maybe Nintendoland?, HP's Ministry of Magic phase still a maybe or even a possible near to completion 3rd gate... and of course lets not forget Hello Kitty Store lol. Since it's on the same quality level to the new Disney's "major attractions" ideas.