But since you brought it up, the market does not know what it wants. Disney's job is to tell its guests what they want and always has been. Guests are not experiential entertainment designers. They are not entertainment professionals. Disney got along fine for decades and became the top dog in themed entertainment without the terabytes of market research data they now have at their fingers, and even with all that data, they still don't deliver what guests really want, which is a frictionless experience. The guest experience is worse than it ever has been.