They've increased prices on food and merchandising and park tickets... while in turn offering heavy discounts on hotel stays (in which sticker rates have also skyrocketed over the past decade, meaning there really isn't a whole lot of "saving" in the first place) to maintain marginal "growth" (i.e. status quo). The model they're following right now (i.e. cuts across most departments, no new rides/attractions, tons of new hotels with not enough increasing attendance to consistently fill them) will generate profits and look good enough to Wall Street in the short term - but the model isn't sustainable. Soon enough, the average guest is going to catch on, and Disney's going to have to respond in a big way if it doesn't want to completely lose its theme park consumer trust it's been riding on for the past decade plus.