I live next door to Frisco. This entire area is exploding with growth. Land is plentiful. High-paying jobs are abundant. Great suburban environment for families, schools, etc. Friendly tax and regulatory environment for businesses. It's not unlike what happened in Orange County in the 70s and 80s before the cost of living started to become prohibitive.
This does look a lot like a Legoland-type project, which is a good fit for the area. But, it wouldn't surprise me if it grew to something larger eventually.