I live near Alys Beach and ride by there many times of late They are making amazing progress on it. Absent the condos at Watersound, they probably have more houses going up than at Watersound, or nearly so. I am beginning to "get" the Alys concept now that I can see the houses going up. When I saw their plans I was completely unable to see it.
While I don't like the architecture for my personal use, I can see the attractions. They have this really neat "compound" concept you can't build anywhere on 30A, so multi-generational families or even multi-families can live there separate or together (how's that for targeting the wealthy retirees looking to establish the family estate?--great idea). The downtown looks interesting. There is an international magazine shop that should be opening soon. The beaches on 30A east are substantially less crowded, and there is less traffic (subtract contractors in pick-ups, here).
So, close to Rosemary, first-mover on an innovative community, high end intellectual flair, the design factor. Lots to say for it for buying in. Also, some people might not want to live in a St. Joe community.
As a neighbor and a person who doesn't like flipping as a conceptual or economic matter, I am glad with the short build-out times. That is consistent in my view with things other people have said that these folk want to build a quality community, not just make piles of money.
Plus, their web site blisses me out.