For at least five decades in America there has been a fascination about aquaculture as a means to "feed the world" in a sustainable way. Periodic reporting by the popular press has generated excitement about the potential of aquaculture among the general public and often this excitement often leads to unrealistic expectations and engagement in unsound business decision making by the novices in the field. Aquaculture entrepreneurs and investors are urged to exercise good judgement by sticking with with fundamentally sound business planning while maintaining realistic business expectations.