As I already talked about, I have no doubt they made a lot of money from the pass. However, how much of that translated into profit considering the costs involved in running the product? Most importantly, how much did it cost each individual attraction to service VIP passholders and what did they get from Merlin as a group in return? Every single point I mentioned in my post has a cost attached to it - a cost which each attraction would bear the brunt of for each visit. That's not tosh, that's simple fact. There has to be a reason they got rid of the pass, and Merlin being Merlin cost will be the factor. If Merlin made so much profit from each passholder, they'd be telling themselves and the attractions to suck up the complaints and issues they've had and deal with it - that's clearly not the case.