You can't create brand spankin' new attractions on an annual basis, especially when there's next to no empty space to create such projects. To expect that is ridiculous. But, for better or for worse, consumers now expect something every summer from Disney, Universal, and even their smaller counterparts. Projects like Pixar Pier are akin to an annual model refresh from auto brands. Every 5 years or so (sometimes more) there's an all-new _________ -- but for those years in between, they still need something to push so they change around this and that with the existing model and create a campaign around it. The result is something very similar when you have the type of competition you're seeing now in the theme park industry.