That example doesn't make sense to me. It's not "free" because 1-they build it into the cost of the package, and 2-they actually really do have a monetary value (about 15 bucks plus the cost of shipping).
I'm under the assumption that basically Disney has come to the conclusion that they can maybe cut costs by not making it mandatory per package... I'm just saying to get the reduced numbers they're probably looking for, they need to add a little more incentive for me to decline (e.g. $10 room credit per declined MB.. that way they end up saving about $5 for each MB... plus the shipping rate... quid pro quo)