The costs probably weren't that high in 2012/2013. I think they had probably just started spending in 2010/11, with the majority of the costs being the IT/software, which it looks like they did at the last minute

Also, I thought yesterday was the first time in 2 years that they hadn't met earnings expectations, and I bet attendance had been increasing until this last quarter. I think they knew this was going to happen, so they started dropping the hammer. Also, most companies don't really plan very far ahead. They wait until it looks like earnings aren't going to be great before they react