Things are no different with AMC. They're as authentic as people come; authentic Californian that is. They didn't want to fit in some multi-family housing corporate mold; they wanted to do something different. The idea was cast for their web presence to appear more as an ILS than a corporate website. An ILS catered to living in California. A web presence so bold that upon landing at it you immediately think, yup this company is from California. Why is feeling Californian so important? Who knows more about living in California than those that already do? The end result is nothing of corporate resemblance, but more of finding your home... and Living Happy of course.