These novelty projects are the most obvious examples of Dubai's and the Emirates' determination to ensure an economic future for itself once its oil reserves run out, which is predicted to happen as early as 2010. Several less glamorous initiatives are already up and running. Dubai Internet City has attracted tenants such as Microsoft and Oracle since it opened two years ago. Nearby, Reuters, CNN, AP and others have taken up residence in Dubai Media City. This may all be good news for Dubai's Crown Prince and prime mover in the push to diversify, Sheikh Mohammed bin Rashid al Maktoum; but for the tourists this city is so keen to attract the scale of the construction can be disheartening. Hotels that once offered the choice of sea or less-desirable desert-view rooms are now having to pacify irate guests whose balconies, rather than overlook the rolling dunes, offer the chance to sip a cocktail as the sun sets on the cranes and earth-movers filling the horizon.