The thing is, I think Disney is considering that the cost of the mug to Disney is probably $2.50 to $3.00, so they're also getting a profit on the mug every time if they make us buy a mug to get free refills. (Not trying to argue, but I've worked for a casino with an entertainment component and worked for a retailer, and I've watched how some of their devious little minds spin. . .)
What they may not have taken into consideration is that the mug pattern is the same old same old they've been having. I know I'm not alone in reconsidering my refillable mug purchase based on that alone - the souvenir factor is gone for me.
If DH and I decide against purchasing the darn things, they won't realize a profit on the mugs OR on our drinks. (We can get EXACTLY the soft drinks we want at SuperTarget and bring our good Louisiana coffee with us from home, thank you very much.)
I think possibly Disney merchandising doesn't care much about the frequent return customer, but at least THIS return customer wants a new mug design or the economics just aren't worth it.