A man my mom knew once remarked that Cozumel would be a great place if it weren't for all the Mexicans there, and he was not joking. Whenever he went to Cozumel he always ate at KFC, Domino's, McDonald's, etc. It made me wonder why he bothered to go there.
I could definitely see this as the opinion of an average cruise ship passenger, just on the island for 8 hours and in that "American-centric" mental cocoon that is fostered by the cruise ship atmosphere. Also would explain why they went to Coz: they like going on cruises and Coz is a stop for a lot of them.