Since ca. 1999, this species has been an important ecotourism attraction to the city of Whyalla, South Australia. Divers come from around the world to see this amazing underwater spectacle of thousands of active cuttlefish on the spawning aggregation. This spectacle has grown in its popularity and continues to be featured in international television productions around the world. There is even a bus tour that features the giant cuttlefish (see image below). Outside of the protected spawning areas, this cuttlefish supports a small scale bait fishery, and some animals are eaten by humans. Importantly, this highly unique spawning aggregation has become a biological model for mating systems (see many scientific journal papers published on this since 1999).