It's about having a fairytale wedding more than anything else. I doubt most of the women buying these dresses are saying, "OMG!! I wanna be a PRINCESS!!!". These dresses aren't costumes, they're loosely inspired by the dresses from the movies. I think it's great for people who love Disney and want to feel the same awe from their wedding as when they watched the movies as children. If I hadn't been told these were Disney dresses, I'd have assumed they were styles offered at any bridal shop. I like it.