Cozumel is an over-developed tourist trap. You are not forced to walk through a duty free shop constructed on half the pier in order to get back to the ship. The Jose Cuervo tequila experience was not that great. Over half of the tour was devoted to a lecture of Mexican history. This was not disclosed in the tour description.
Great shopping within walking distance from the ship's tender point and wonderful beaches.
Purchased the Hop on Hop off shuttle pass for $19, thinking it would be a great option to explore the island at our leisure. This was not the case. The shuttles were extremely cramped with very little leg room. The shuttle takes you quite a few miles to a tourist shopping area which is very lacking in stores. It can take up to an hour to "hop on" another bus to get you back towards the ship. The "hop on/off" points lack any signage and driver's are very vague as to where you should go to pick up the next bus.