It isn't locals versus newcomers. It isn't practical folks versus tree-hugging weirdos.

Maybe lots of locals want the Superferry, but certainly not every local person, and the Superferry folks have to be honest and stop playing that card.

It used to be the hammer was saying that something was what the tourists wanted. If a company claimed it could make tourists happy, that pretty much ensured the hotel would be built, the land would be rezoned, the company would catch all sorts of love from friends in government.

The tide has definitely turned. Wal-Mart officials are fighting the Kaua'i County Council to build superstores on the island in the name of "giving the local folks what they want," and the Superferry's battle cry has been "For the locals! For the locals!"

The Superferry started out marketing its service as a way to see Auntie in Hilo, and after the dramatic protest in Nawiliwili on Sunday, the company's statement again made it sound as if it were the earnest, downtrodden locals looking for a break and the militant naysaying newcomers getting in the way.

It's nice that these big companies think of the little locals, but they make it sound as if they're giving rides out of the goodness of their corporate hearts. Like maybe they're providing a not-for-profit humanitarian service instead of invoking the "local stamp of approval" as the sales come-on that it is.

Who are these legions of local folks who want to take the Superferry over to Nawiliwili to shop at a super Wal-Mart, anyway? The same folks who want to super-size their Spam katsu curry and side order fries? The same people who want all sorts of things that maybe aren't so good for them? Will they feel the love when the tickets aren't $5?

There isn't a uniform class of "local" people anymore. Local means so many different things; different backgrounds, different experiences, different attitudes and values. It used to be "local" implied somebody born here who grew up with some degree of plantation influence.

But people keep moving in and generations have been born with little connection to the plantation experience or old Hawai'i. Yesterday's tourists are today's residents. Not every local wants to take their horse, trailer and Harley to Maui.

The Alakai is sailing into a sea of conflicting opinions. But the ones asking hard questions, going to court, holding protest signs and treading water in Nawiliwili Harbor — despite the Superferry executives' assertions to the contrary — those folks are local, too.

Lee Cataluna's column runs Tuesdays, Fridays and Sundays. Reach her at 535-8172 or lcataluna@honoluluadvertiser.com.