This quote from the article is very interesting:
To ensure "the best results we will be 'chumming' the water with fish and fish parts," the Web site explains. "Consequently, there will be food in the water at the same time as the divers. Please be aware that these are not 'cage' dives, they are open water experiences."
When did it become uncool to be in a cage to see sharks? I've seen Shark Week, standing in that cage with sharks circling seems terrifying to me. Take a look at this picture from the company's website. Does that look like something people should be doing? Especially if they are not a marine biologists? I know, most of the time the sharks will stay away, it says so on the website, but putting chum in the water to rile them up does not seem like a good idea. I have a feeling the company may be changing their practices. They will probably be sued by the family as well.