It has been said in this thread a lot, and I am just going to swing the hammer and drive the nail a little more into the wood.
They tell us VMK was a promotion for the 50th anniversary of
Disneyland...well that was in 2005. They were still going strong with VMK in 2006 with the ebay rewards, still going strong in 2007 with the movie rewards. The 50th celebration ended in 2005, why not the "promotion?"
I admit, I buy the Disney movies...I am a huge fan of Disney animation, and will by anything with Disney animation. I never bought any live action movies (without animation) or any sequels, until the VMK movie rewards. I broke my own rules and bought

HSM, Cheetah Girls, etc. there is no animation in them, there is little Disney Magic in them, but I bought them anyway. I wanted that five star inferno.
If they see VMK as a promotional tool, then use it that way. Disney has it all, theme parks, movies, radio, retail, cruises, etc. Start promoting all that through VMK, they had no problem promoting failed straight to DVD movies, (twitches quest anybody?) so why not use it to promote the really great things about Disney.
(Cteddiesgirl, I too have long awaited the release of Song of the South. I even bought the VHS British version, when I was visiting family in Holland, just so my VHS collection would be complete. Unfortunately, it will never come out in the US. At the time it was released, social feelings were different. Disney now looks at that movie as a blemish to their good name. Rightfully so, but it is still a part of American history, no matter how shameful it was. Are we supposed to be like the Germans, some of whom still believe WW2 was not real and just American propaganda? I hope not.)