Ok, we did the whale shark excursion yesterday via Ceviche Tours on Isla Mujeres. It was incredible. There were more whale sharks than I could count. It was about 80 minutes to get out there and we swam for about two hours. The time flew by. We did go the private tour route and I think that's the way to go if you want to splurge. We got double to triple the time per person in the water than others. Once my wife and son tired out, it was just me jumping in for quite some time. Here's a pic I got of the guide.