Sorry to keep circling back on you like this, but nobody suggested "£90 entry for an "improved" experience"? The conversation was about how the expectations of BOGOF vouchers reduce the value of the park in the eyes of consumers, not charging the admission price of Magic Kingdom on Christmas day. Most people in this topic generally seem in agreement that the online price (40 quid or so) is about fair. Saying that, I'm not sure the GBP wouldn't pay £90 for a premium day out, given that the park have, in the past, regularly sold out of premium Fastrack packages that equal similar value. Across the leisure market, 'premium' experiences are all the rage. Nonetheless, an operation the size of Alton Towers needs multiple access points for consumers, although they certainly don't think of themselves as a 'cheap and cheerful' attraction, and haven't since the first hotel in 1996. Your perspective on the park is of course valid, but I personally don't think it reflects all of their guests or what the management ultimately want to achieve.