I'd say demand is there for something different so I recon the X1 will be successful. Some very easy selling points for Evolve are the Bull Ring area involves a fair bit of outside walking, even though a lot of it is indoors where as all of Meadowhall is indoors. If you want the market for independent shops, you've got to go outside and it's a steep hill to get back up to the Bull Ring area where as Meadowhall has the Lanes on a level surface indoors. You've also got the Cinema aspect in Meadowhall too, where as Birmingham only has a small Odeon. As for eating, it took me a while to find somewhere in central Birmingham that wasn't rammed one Summer a couple of years ago, had to go down to the canal area so I'd guess that would be the same case in the run up to Christmas. Both Birmingham and Meadowhall are way too busy for comfort so shoppers have got to expect that anyway. A final selling point for Evolve is those blasted ramps that are scattered all over central Birmingham, very slippery to cross them when wet!