They refer to it as a shrine. People talk in whispers there without much, if any, prodding from the attendants. And a male would not not want to forget to remove his hat upon entering. There was a time that they would be stopped and asked to remove it or leave - maybe they still do.
The times that I have been in it, I have had a feeling of awe, like you were in a sacred place.
It was like you could feel the presence of the heroes of the Alamo.
Nobody even thought of speaking above a whisper.