First off, yes, it is a timeshare. At check in and during interactions with the office, they do make an emphasis on whether you are an owner or not. I turned down offers of getting wristbands (actually a nice feature, acts as a key to your room and the pool, can be used to charge stuff to your room, such as food from the cafe) because I didn't want to go through the motions of refusing a sales meeting.
Beyond the slight hassle of the time share, this is a beautiful property to stay in. The rooms are really nice and very clean. They are stocked with the basics. My kids ADORE the pools, especially the lazy river. And, the property has daily activities for kids, like crafts, movie dates in the "theater", ice cream socials, etc.
This was our second stay at the property and we will definitely return.