I think ultimately they would like to buy back all resale points and resell them directly.
Only at the right price.
The general rule of thumb in the timeshare industry is that the "cost of inventory" is
at most somewhere between 1/4 and 1/3 of the total cost of the product you are selling. (The biggest cost component? Marketing at 40-50%.) That's
cost not
sales price. So even if they weren't making a dime of profit on any sale, it's better to build a shiny new resort than to ROFR a resale at anything more than about 1/3 of the direct price. Because there is profit, the break-even point is probably quite a bit lower than that. So,
in the current market, Disney would always make more money by building new than ROFRing something.
And, if you think about it, that makes sense. This
condo in Celebration is about $350/sq.ft., and that's on the high end of
condos in the area. Remember: that's the sales price, not the cost of construction. So let's say it cost $300/sq.ft. to build (and it probably didn't), and that Riviera's costs are similar. A 2BR at Riviera is 1,250 sq.ft. in round numbers, so we are guesstimating that unit cost $375,000 to build. That isn't probably exactly correct, but it is not off by more than a factor of two.
A 2BR at Riviera
averages 410pts/week. Let's round down and call that 400. There are 50 sold weeks per year, so that's 20,000 points per 2BR.
The cost of construction is therefore $18.75/point. Even if we are off by a factor of two, a Riviera resale would need to be below $38/point before it is cheaper than building new.
Disney is not ROFRing because it is a cheap source of inventory. It's not cheap. At all.
It
is incremental, though. You can't build a resort 1/100th of a condo at a time, but you can ROFR 200 points. So there is some value in being able to buy ("build") things on a drip-drip-drip basis, because that's also how you sell. But it's not more profitable to do it that way.
Which brings me back to "They want to resell all the points, but only at the right price." Ultimately, the right price is $0, because all of these contracts expire. Refurb, rinse, repeat.