Playing devil's advocate -what point would there be in purposing to obtain a star when WDW's target market has shifted markedly, such that they aren't able to distinguish star quality from Taco Bell. It's for the same reason that the term "foodie" refers far more to instagram engagement than it does actually having a clue about food. I don't like what he's done to WDW food and beverage or the property in general, but Bob has been able to drive demand while offering a inferior product, at a higher price.