I've contended all along that the main goal of this policy was most likely to reduce the insanely high no-show rates and this just reinforces that.
Then a fee should be charged for actual no shows, not those who cancel. Period. If that was the case I, and many others who don't like this policy, would have no issue with it. Take my credit card number and if I blow off the reservation totally, for any reason short of an ambulance-run-requiring accident, sure, charge my card a no-show fee. But if I cancel a dinner reservation at 11 AM? Or breakfast the night before? That's just silly.
I can see the pre-payment and long-window cancellation with set meals, like dinner shows. There's little or no walk-up business there and they ARE reserving a table specifically for you that can only be filled at a specific moment in time. But for everything else? The idea that this is a "problem" for Disney, just doesn't pass the smell test.
Disney has a wealth of built-in walk-up business--more than just about any other restaurant operator on earth--so there is zero need for a large cancellation window. They are not "holding tables" for anyone anyway, even those that have an ADR, so to charge for a cancelled reservation is greedy, off-putting and very, VERY poor customer care.
And, oh yeah, if you are going to put into place a policy that charges people for not canceling within a set amount of time, and hold them to a strict window, first off all, you better clearly publish EXACTLY what that amount of time is and, second, you better make darn sure you have a full-proof and efficient system for cancellation that documents, up to minute, when the person cancels and confirms all cancellations via a unique number that can be referenced in the case of mis-charges. And, having been at Disney twice in the past year, and been mis-charged for several items both times, those mis-charges absolutely do happen and are, again, absolutely lousy customer service. Having to fight to get fees charged erroneously reversed is just insult to injury and something I predict, based on my experiences to date, will be an ongoing issue with this policy.
And, yeah, I'd also argue that if you're going to hold the customer to a time limit on cancellation (lest they incur a charge), you'd better hold your own restaurants to a similar standard, with seating promptness a priority and compensation--maybe in the same $10/person range (free drink, appy or dessert, etc.)--offered if that doesn't happen, for whatever reason. Do I expect to see that actually occur? Absolutely not, but it would definitely be, and feel, "fair," and take some of the sting out.
And there is a definite business reason for customers (meaning an incentive for Disney to do it) not to feel mis-used by company policy: In short, happy guests spend more.
EDITED TO ADD: And, maybe, just maybe, before penalizing and, to some extent, demonizing (a required "credit card guarantee" means you don't trust your clientele), your customer base, you should start by working with your staff. When we ate at Le Cellier last December for lunch we were seated very promptly for our reservation--the most promptly of any of our ADRs--but couldn't help but notice that, in this highly coveted restaurant during a free dining period, there were multiple tables that stayed empty throughout our meal. Was this due in part to no-show ADRs? Possibly. But, I can say with certainty that while we waited (less than 10 minutes) for our table to be made ready we saw at least 8 people walk up and ask if there was any availability at that moment, and all were turned away by the staff, without even a cursory look at the dining room or a conversation with the manager. No shows may have been the issue that left empty tables in the first place, but those tables could have EASILY been filled, and money inserted into Disney coffers via willing diners, with just a modicum of effort by any of the staff. A quick, "Let me check," followed by a consultation of your reservation log (e.g. such and such many guests haven't shown up and/or are at least 15-30 minutes late), would have shown they could serve a party of whatever size the no-show reservation was for. If the other guests did eventually show up late than they could have either waited until another table became available, or went elsewhere. After all, they'd already missed their reservation time. Restaurants all over the world do this shuffle every single day. If Disney is turning away diners ready and willing to take tables left empty, for whatever reason, that sounds like Disney's real problem, and not one their customer's should have to pay for.
And if the reason those tables were empty at one of Disney's most popular dining destinations, during the busy free-dining offering, was Disney's decision to not fully staff that location, or unwillingness by the staff that was there to do anything other than the minimum required of them ("we are fully booked, no need to work any harder" and "only serve those who show up"), those aren't issues that will be solved, or even ameliorated, via a no-show/cancellation fee charged to the customer.