Ecotourism activities that use food to attract and concentrate wildlife for viewing have become a controversial topic in ecological studies. This debate is best exemplified by the shark dive tourism industry, a highly lucrative and booming global market. Use of chum or food to attract big sharks to areas where divers can view the dwindling populations of these animals has generated significant criticism because of the potential for ecological and behavioral impacts to the species. However, the debate has been largely rhetorical due to a lack of sufficient data to make any conclusions either way.