First time I was there was in 1969... it was 'pristine'. While in the Army from '70 to '73 I went many times.
After '73 I didn't get there again until '07... then again a couple years ago. Today there are 'sores'... gaudy quick stops identical to here... that are painful to the eye BUT... not overwhelmingly so. There are still many places, (old town), where you can stand and see nothing newer than 100 years or so.
It became 'too' popular... but what many don't realize is that in the area there are many small towns that have remained exactly the same.. pristine, beautiful... they just aren't frequented by many tourists.