I wanted to offer an alternate perspective. I may be wrong, of course.
Think back to last time Disney offered the military incentive; it was in 2003, I believe. We were post-September 11 and the economy wasn't the greatest. What better way to boost public opinion of Disney than by jumping on the "honor those who serve" bandwagon (NOT a bad thing by any means, but a clever corporate ploy nonetheless). Then think about it from a purely economic standpoint: both in 2003 and in 2009, the economy is experiencing slumps, yet the average active duty military member's military's income is guaranteed and either unchanged or increasing.
At this point, who better to market to than the military? And while you're at it, why not offer a few extra 40% off rooms so they can bring their families, who will then pay full price for their tickets and meals as well? I personally can name off at least eight military families I know who are going to Disney this year, staying onsite, some booking multiple rooms for extended family/friends, and all but one is doing the
DDP. Non-military? I know of one family, and they're staying off-site. They may plan 1-2 TS meals, but that's it.
Disney's offer to the military is a great deal, no doubt about it, but the bottom line is that the military offer, to those whose pay isn't affected by the economy, is a win-win both for the military & Disney alike. Disney gets to offer higher-than-expected booking numbers to its shareholders and benefits from a massive free publicity boost as well. I can't even tell you how many email forwards, posts on messages boards, and in-person conversations I've heard about it. When a military discount like this comes out, ITT gets hold of it, it's forwarded to First Sergeants, disseminated through spouses' clubs, included in newsletters, the possibilities are endless, and doesn't cost a penny beyond the initial press release push.
To be honest, it's possible that a lot of the ambiguity with the policy is deliberate, so that Disney could decide whether it was advantageous to offer it to other military groups like the reserves, without suffering in the court of public opinion if they opted against it (i.e., it wasn't profitable).
I love all things Disney, don't get me wrong, but in the end, they're a huge corporation. They're NOT in it for the love of all things Disney; they're just hoping that we are.