When I was asked to provide the keynote at the 2008 Storytelling, Architecture, Technology and Experience conference (SATE) in Orlando, FL, I was somewhat hesitant. I was accustomed to presenting my research on theming at academic meetings, and I was unsure how the conference attendees--most of them professionals in the popular architecture, theming and entertainment industries--would react to an academic speaking on their turf. For over ten years I have been engaged in the study of themed parks, casinos and restaurants, and since I began work as an employee trainer at the now defunct theme park Six Flags AstroWorld, I have been aware of the elicit nature of my ethnographic objects. Theming is an increasingly common practice in the world today, where design professionals use an overarching theme to spatially, experientially and socially organize a consumer space, be it casino or museum. Because theming approximates, recreates and re-presents other cultures, people, places and events, it could be said to be a natural object for ethnographic inquiry. However, the difficulty of studying theming rests on its complex politics. The very fact that this form of consumerism is a typically stereotypical and simplified re-creation of culture, and that the ubiquity of theming has led to what we might call "simulation worlds," has resulted in many people decrying the practice, including anthropologists.