Merlin aren't beating their own record though, beating Tussauds'... [/pedant]
Towers are really struggling to keep stuff quiet it seems this year, with the leak of the Sanctuary video, the papers releasing the Smiler story quickly, and now Krave...
14 inversions is a big thing, especially considering the space they had available... I think for me it's the way they've used the space that's the most impressive aspect of the entire thing...
Inversions are easy to market and as Marc said, it looks like subtle gimmicks aren't successful over here, so we have to be more in the face of people...