You're correct, SpaceMountain--Disney is simply doing what other companies have done, heck, what they've done for many, many years. The key, however, is perception. Disney used to make the attempt at Oz curtain, to mask the cold-sided nature of business under the guise of the ultimate, family-oriented vacation. They built their reputation as being better than the industry standard, parlaying that good will into fantasy lands and dream fulfillments. Somewhere along the way, and one could argue endlessly where it began, Disney opted to forego the curtain and curtail the magic. It was occasionally baby steps, and other times, full on hard-core "we want a bigger piece of the pie" moments. Again, you're correct in the implication that Disney has the right and the correct compunction to improve their bottom line as they see fit within legal standards. What's a bigger piece of the picture to me is that in doing so, they have dropped the mantle of besting the industry standard and decided to settle for simply meeting industry standard, albeit with Disney style. . .meaning they can charge a premium. Can they do this? Sure. Should they? In their eyes, I'm sure the answer is still yes. However, for me, the Disney "experience" is now more of a facade. I no longer share Disney with my friends. I no longer recommend DVC. I no longer believe Disney ultimately has the customer in mind (if they ever did is certainly debatable, but I believed they did at one point). In short, I no longer trust Disney. When a company loses trust from its customers, that signals a decline in value. Will my views and those of many others change their ways? Of course not. Still, I can now opt to continue making Disney less a part of my life and celebrations going forward. It's a drop in the bucket--in the ocean--but it's a significant signal to me, for me.