It's like knowing about a nice out of the way restaurant or nice hotel, it's great that the "in" people know about it, but once word gets out, it's not as special anymore LOL
I had this happen actually to a hotel my wife and I go to, when we started going they had one building, now 10+ years later there are three with a full separate second site, they are in magazines and blogs, and we have a hard time getting a room booked. Blah.