I'm not actually from the town, I was raised in Spean Bridge - a village nine miles north along the A82 - but my Highland hackles rise every time Fort William takes a hammering.
Most commonly it's slated by people who live in places I wouldn't spend a penny in never mind a holiday.
According to the tourists that arrive in droves every Summer, An Gearasdan to give it its Gaelic name, is the worst place for a short break, alongside the seaside town made famous by Fawlty Towers.
Surveyed by Which? Fort William received just two stars for accommodation, food and drink, shopping and ease of getting around with an overall score of 58%, putting it on level pegging with Torquay.
Sure, the area on the lower half of the high street is desperately in need of a bit of TLC (or a bulldozer if you were being completely honest).
It's probably what leads to the unfavourable comments the town attracts and there is no doubt it could do with a few more decent amenities.
I agree with local Councillor Angus MacDonald, Fort William is screaming out for a four-star hotel in the town itself and a few more, high-quality restaurants and bars. A new leisure centre wouldn't go amiss either.
While I don't agree with their ratings, I'd hope council planners take a bit of notice of the survey.
But things have definitely improved since I was a youngster and Fort William was without a cinema, meaning I've yet to watch ET and other children's movie classics.
I notice positive changes every time I walk up the car-free high street where I learned to drive.
The cinema and bookshop are very welcome additions and a string of independent cafes have popped up, some of which are attracting very favourable reviews.
The Highland Soap shop and factory, on the outskirts of the town, is a lovely place to stop off for tea and cake and delicious-smelling toiletries.
It's not just about the tourism offering though.
READ MORE:
Fort William ranked amongst worst places in the UK for a short break
Highland 'carbuncle' hotel driving tourists away say locals
The New Highland Clearances: Full list of articles
There is a masterplan in the pipeline for Fort William which aims to improve the town for the people who live in it.
My parents recount the days when the high street had every kind of shop rather than a proliferation of outdoor clothing stores and locals didn't have to drive to Inverness for a new pair of shoes.
I wonder how high streets like Callander maintain the balance of tourist-tat and quality small businesses. It would be great if Fort William learned a few lessons here.
However, I'm with Frazer Coupland, Chief Executive of Lochaber Chamber of Commerce. Visitor reviews matter but they aren't the complete picture.
Let's not forget the Trip Advisor reviewer who complained that Ben Nevis doesn't have toilets at the top.
Few things make me happier than the drive along Loch Linnhe into the town, with that incredible mountain vista.
Fort William is a welcoming base to enjoy boat trips, mountain biking, hiking, cycling, skiing, traditional music and shinty and a snifter at one of the oldest licensed distilleries in Scotland.
Glasgow might now be my home but I'd go quite mad without regular trips to enjoy the freshest of air and best haddock fish supper in Scotland (Sammy's in Caol you are welcome).
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