I meant to mention this in my earlier post...
On our first Azamara cruise last year I only ran into one other person who had been on a "6 star" line (Silversea) most were Azamara devotees or had moved up from Celebrity. This year I'm guessing that well over 30% of the people that I met regularly cruise Seabourn, Silversea, and Crystal in addition to Azamara. As frequent cruisers Azamara is just part of their "mix". I also met a number of "former" Regent cruisers disgruntled with the included excursions.