It obviously is a bit gimmicky (at least I think it is), but I don’t think that necessarily means that Icon hasn’t been successful, at least in terms of guest satisfaction. Regardless of whether you think that Icon is or isn’t good, they’ve had three years of it as the big ‘new’ thing. They probably do need something else to push.
They’ve got Valhalla re-opening next year. It looks like they’re doing a lot of work on it, but if it’s mostly maintenance work, and if they tone down the fire, then that’s not be the easiest thing to hang a major marketing campaign on. This is about the cheapest way of getting something new to advertise. I just hope they don’t put spinning cars on Infusion.