These melodramatic responses are hilarious!
A character is infinitely more identifiable than an abstract verb like discover. How do you visualize discover? You can try with a symbol, or picture, or an original character, but it's not going to saturate like a recognizable IP. This is a quality-of-life feature.
That said, excluding Figment and Remy, two defacto mascots for the park, is confusing.
Yes. It's beyond ridiculous to expect people to remember a word. Or use their cell phone camera to take a picture of the row they parked in. Or even use the MDE app to document where they parked. Better to inject IP into the parking lot because people are dumb and seeing a random Disney character is much easier than any of the aforementioned things.