Well, now that explains why they trademarked "The Smiler" name and the logo too.
I hope this does well for towers, but with the delayed opening because of construction running behind schedule, I fear this will not help Alton, during the months of when this coaster is not open to the public... I hope I am wrong though.
Here is a concept art image for the actual coaster.
OMG, they are even creating an iPod Touch, iPad and iPhone game for the coaster!