I don't know about $2 for the cups. But I once was able to work on a deal with a soft drink distributor. While charge very low for the syrup, we paid about 250% mark up on the cups. Did the same for coffee. But the reason to do this, because paying full price on the syrup and buying our own cups elsewhere would of been cheaper, is they provide service and equipment. Vending machines for the campus, soda fountains, coffee makers, and thier maintnance for free. This is standard practice almost everywhere. So if Disney gets the syrup for free it's really not a big deal, Coke is still making profit overall.