Cuba has been in the news lately. And rightly so. As the Obama administration takes steps to pave the way for increased diplomatic and — perhaps more importantly — business exchanges between the United States and the largest country in the Caribbean, U.S. businesses are preparing for what many see as a 21st century gold rush.

But if the Cuban market does open to U.S. business interests, buyer beware. Cuba will not be the no-holds-barred bonanza that many anticipate.