Not really the rules and regulations for building in a national park are pretty tight. That's why there's a very limited number of hotel rooms in the valley. But if you've been there recently you'd realize it's already commercialized. Adding a Starbucks inside the lodge just is trying to appeal to the Yuppie tourist that come through there. Like I said if you really want to experience the park you have to be willing to venture outside the valley where there's less people and just the natural surroundings.