But it being good at creating the intended feelings in the guests is what makes it good. It sets the scene for the ride and considering the horrid lack of theming it does quite a good job. this argument is like saying a steak dinner is better than macaroni cheese, so all meals need to be a steak dinner. sometimes what a ride needs is a decent sound scape, not the London Symphony Orchestra. And you only have to look at the production values of the Towers Street theme compared to The Smiler to see IMA do what they do well... Can others do it as well or better? Sure! But IMA have a successful business model.