Sure they WANT people to come in to shop and dine but....do they want people to camp and loiter for extended periods of time and dimmish the value for guests paying $1000-$1200+/night? Maybe they do and that's why nothing has been done about it.
The last time we were there we saw someone laying down on one of the couches, taking up the majority of the space, and a family having a picnic on the couches. People with their bare feet up on the ledge close to the fireplace, a stroller and a kid laying down on the ground right in front of the rocking chairs. Sure, they might have been guests but I'm unsure of why someone would want to lay their head on a couch that hundreds of others have sat in when they had a clean bed upstairs or have a meal when, again, they had a perfectly fine room just an elevator away where they could unpack the lunch and eat rather than juggle their packed lunch and drinks on the chairs. This was on different days of our stay when we went down mid-day to walk around the lobby or get hot chocolate at the stand, but still.
If the GCH increased their prices (which are already pretty steep) and made the amenities of the hotel exclusive to guests, we would probably stay there again. It's just not worth paying $1200/night if the lobby is overrun with people who are probably not staying there based on what we saw.
Disneyland Paris had a good setup at their hotels when I last visited. Upon entering the hotel, you have to go through security and show proof of reservation before being able to proceed further into the hotel. Safe, secure, and no loitering. No fuss, no burden on guests or employees. Not sure if they still do this, but I liked it.