The Spanish coastal area has become a tremendous economic success. In 50 years it has turned into the densest "city" in Europe due to a series of attractions that are lacking elsewhere: sun, sea, food, freedom, cheapness. But despite these huge advantages, it is condemned for its monocular behaviour, for its lack of history, taste and culture, its total ignorance of ecological responsibility. This controversy freezes its potential rather than activates it. What should be done with this paradoxical phenomenon that balances between disgust and charm, between attraction and repulsion?