When have you ever heard someone say Disney World is NOT expensive. Regardless of what year it is, Disney has never been reasonable on pricing. It's always a premium, no matter where you look within the company. Whether it's Disney On Ice, not being able to use coupons on the Disney area in JCP, ridiculously high free shipping thresholds on disneyshopping.com, to how they gouge cable operators for ESPN carriage. They view themselves as a premium brand. The always have and always will. The only area this doesn't apply to is movie ticket prices and that's because the theaters set the prices or, you know otherwise there would be $5 per ticket premium to see any Disney, Pixar or Marvel film.