Also, I'm sorry, but a lot of the pricing strategies and upcharges also respond to changing demographics which have seen a hollowing out of the middle class who were traditionally their bread and butter. It is also a challenge from their perspective to figure out how to bring in a demographic they want to keep consuming their films, products, etc. but who have less money than previous generations for things like a vacation to Walt Disney World at the same time another segment of the population that seems large enough to fill the parks and resorts has more money than they know what to do with. Hence, more capacity, dynamic pricing, etc.