Scattering a loved one’s ashes in the ocean is a time-honored practice here in Hawaii.

But a commercial venture that would encase cremated ashes in concrete balls to build an artificial reef off Maunalua Bay would take that tradition a bit too far — at least for now.

Hawaii Memorial Reefs LLC already is in the process of applying for a conservation district use permit from the state Department of Land and Natural Resources (DLNR), but only last week made its first public presentation.

DLNR rightly kicked back the company’s application earlier this month because it was incomplete, noting the company must consult with community groups, environmental organizations and users of the ocean site.

The proposal has drawn mostly negative public feedback, and we can’t blame people for being uneasy about Hawaii Memorial Reefs’ plan.

Cremated remains would be mixed with concrete and lowered to the ocean floor, and loved ones would receive the GPS coordinates of the reef ball, which becomes part of an artificial reef.

The reef balls weigh 600 to 900 pounds and aren’t disturbed by even tropical storm waves.

But some consider the ocean the sacred realm of the Hawaiian god Kanaloa and no place for such a memorial; others complain the practice would violate Hawaiian cultural beliefs about bones of the deceased disintegrating and being transferred back to the land and sea — not becoming a permanent fixture. Others have more aesthetic concerns about the appropriateness of the memorial in popular Maunalua Bay.

Granted, there are undeniable benefits that come from having a private company build an artificial reef, including coral restoration and increasing marine habitat. Enhancing the marine environment without using public dollars is a major plus.

Richard Filanc III, a partner in the company, said in a presentation Tuesday before the Hawaii Kai Neighborhood Board that he wants to create a “win-win-win for the environment, the community and the state of Hawaii.”

The company hopes to start its operations in late 2017. However, it seems likely that convincing community members that the plan is a win for them will take some work — and likely more time. A full environmental assessment is underway, and more public discussion is needed.

While many have cited cultural reasons for their objections, the commercial aspect of the proposal also is concerning. Allowing a commercial entity to profit by placing ash-infused reef balls along the ocean floor off Oahu, in a place well-used as a recreational area, would be an unprecedented practice here.

Livable Hawaii Kai Hui said that such a reef could eventually attract dive boat operators, which would conflict with existing ocean users, including canoe paddlers, surfers and fishermen.

Under Hawaii Memorial Reefs’ business model, it would cost $5,000-$7,000 to mix cremated remains into a reef ball and have divers lower it into the ocean. The actual cremation of remains would be an additional cost, which runs from several hundred dollars to $2,000-plus.

Memorial reefs already are located off New Jersey, Maryland, South Carolina, Virginia, Florida and Texas. But that doesn’t mean Hawaii should automatically jump on board.

George Frankel, chief executive officer for Eternal Reefs based in Sarasota, Fla., said it would be better to get the public used to artificial reef creation using reef balls — without ashes. The memorial concept could be introduced later, he said.

“There is a very valid and strong cultural bias that needs to be addressed over time,” said Frankel, whose business is dealing with a similar situation with the native population in Vancouver, British Columbia.

Indeed, myriad issues must be resolved before the community embraces the concept of underwater memorials in public waters.

The state must tread carefully as it considers the public benefit as well as private, commercial interests.