I live in Southern California and I grew up delighted with the offerings from the Disney company. They had movies and of course they have that amazing jewel Disneyland. My family would go periodically and a good time was had and then at some point I became an adult and could go to Disneyland myself. And then if you go more than once a year, you might as well get the pass since the price of individual tickets are so high.*
Recently the Disney company has severely increased the price of the Annual Pass. The price of the premium pass is now the same as an unlocked iPhone 5. Of course they offer a convenient monthly payment plan, but my point is: This is a total waste of my money. Maybe I’m getting older and fickle.
This morning Disney sent me an email saying “It can’t be true.” and I want to let them know that yes, it absolutely can be true. You increased the price of a luxury good with diminishing marginal utility by 50%. It is obvious that the company’s intent was to decrease the amount of Annual Passholders, and I am only too glad to help them with that.
*The math isn’t correct.