They sold the other Grand Pineapple location a few years back, and rumor was that Negril was next, but due to an outpouring of support, decided to hang on to it. Based on reviews I've read and my own personal (3rd) experience, I'd say it's time to cut it loose and let someone make some investments in upgrades. I love the property and would love to see it given a 21st century make over, while somehow keeping the Caribbean charm.