As owner of Whyalla Diving Services and a decades-long advocate for the Giant Australian cuttlefish, Bramley has observed the frenzied and colourful cuttlefish mating that occurs in South Australia"s Upper Spencer Marine Gulf Park for years. Once only of interest to fishermen and local scuba divers – who would spread the word to one another that "the cuttles are in" – this marine phenomenon now attracts tourists and researchers from across the world. It"s a welcome boost to the small steelworks town of Whyalla, on South Australia"s Eyre Peninsula.