If Disney wants only one-and-done visitors--which I don't believe they do or why would they still be selling DVC, for example--but, even so, if this is what they wanted, that'd be tremendously short-sighted of them.
Yes, the DISboard is a place for us devotees, but nearly everyone with enough money to spend on a vacation is on some kind of social media. And word of mouth speaks louder than any advertising campaign possibly could.
How could Disney possibly not want their one-time-only guests to go home and tell their friends and contacts what a terrific place WDW is? How, sure, it's pricey, but you get so much for your money and this, that, and the other are amazing. And maybe some of those one-time-only guests become repeat visitors and/or DVC owners.
The only one-and-done visitor I know is my SIL. To be accurate, she was actually twice-and-done, since she took both her DDs there on separate trips. She did zero research, stayed at an All Stars even though she could easily have afforded the Poly, for example, didn't know about or use FP, and when she talks about the trip, mentions only the swimming pool. I seriously doubt this is the kind of person WDW wants coming to the parks. She spent practically no money while there, didn't even have a TS meal, and would never go back. She cannot understand what it is I like so much about WDW and it's impossible to explain it to her.
What I'm trying to get across is that it seems to be that WDW is very dependent on its repeat guests. If all they wanted were wealthy families with $25K to spend on a week-long vacation, they wouldn't advertise, they wouldn't offer discounts--yes, they still do--and they'd probably close the parks at 4 pm every day, since they wouldn't want to spend the money on CMs.
Exactly, They have DVC and 36,000 rooms to fill. You don't fill those with one and done visitors.