To add to that, they also use birthdays/other celebrations as marketing tools. They also promote the "magical" Disney experience and going above and beyond in terms of customer service (or at least they used to).
It's not hard to see why people are getting upset when their "celebrations" aren't acknowledged, especially since Disney had an entire ad campaign dedicated to it.
ITA. When we called up to book our vacation, the CM specifically asked us if we were celebrating anything. When I said yes, my dd's high school graduation, the CM said she was making a note of it and we would have a button upon check-in. Inexplicably, my teen dd was very excited about the stinking button. When I called back to pay off the vacation, the CM reiterated our information about the "celebration" -- HIS words. He also said -- again -- that she would have a personalized button waiting for her "celebration."
Well, it wasn't.
We didn't say anything at the desk, because we thought it might be in the room. Well, it wasn't. My dd at that point just said to forget about it and that, "I wished they hadn't promised something they weren't going to deliver." The pixie dust was off the beginning of the vacation, as it were. We brushed it off and went on our way.
Now, a button is no big deal. It's not. We're all grown ups (or in my dd's case, she thinks she is!) But when you are looking forward to a vacation you only take once every two years and this trip is for a specific actual celebration and you are specifically promised something not once but twice, not getting it becomes an irritation, which gets larger when you hear others around you getting congratulated on their celebrations. I did end up going back a few days later and asking for a button, but my dd no longer wanted it by that point because the moment was no longer special.
Now, again the button is no big deal, but my point is that Disney DOES make a big deal about the details like the buttons and the "celebrations" and the "magic". As an event planner, I know the magic comes about due to planning and execution of details and especially: under-promising and over-delivering and NOT by over-promising and under-delivering. The keys, therefore, are in the expectations guests have and their origins and in that, Disney does share a huge part of the responisibility because they go out of their way to promise "magic". Or at least, a stupid button.
When I went back for the button, the CM apologized for not having and told me there was no record of us celebrating anything. I suggested -- gently - that part of their standard check-in greeting should be to ask if the guest is celebrating anything at that time.
The good news is that even though we were at Pop, we did get towel animals. LOL