Take a look at the two flyers for the Loch Ness Centre in Drumnadrochit.
The one on the left I picked up at Edinburgh Airport a few days ago. The one on the right I picked up at Loch Ness in the early 1980s. Can you spot the difference already? The latest one has no mention of Loch Ness' most famous attraction, the right leaves you in no doubt about it. This is what I call the "denessiefication" of the place formerly known as "The Official Loch Ness Monster Exhibition".
In fact, looking inside the new brochure, they seem to go out of their way to not say much about Nessie at all. The tenor of the exhibits is certainly gauged to steer visitors away from any notion that Loch Ness may harbour a large creature. It was no surprise to learn that Adrian Shine, Nessie Skeptic, wrote much of the exhibit material. In fact, the only time the word "Nessie" appeared was in connection with the shop which visitors are inevitably funnelled into at the end of the exhibition.
Contrast with the old brochure which can't stop talking about Nessie! The opening words are these:
"Opened in 1980, the Exhibition has forced sceptics to take Nessie SERIOUSLY."
Ironically, the Centre has now joined the sceptics and leads them!