Disney isn't going to end the mug program anytime soon. They are fully aware of the abuse that goes on. What people don't realize is the purpose of the mugs is to get you to keep coming back to those food courts and buying $7 cheeseburgs ,$6.50 chicken strips, and $2.79 Mickey rice krispy treats. As a food service manager, I'd be willing to give away 'free' soda all day long if I could command those prices. Like many other aspects of Disney marketing, it's all about making you a captive audience. Once somebody forks over $12 for a refillable mug, that preety much gurantees they'll be making mutiple trips to the food court; and odds show that on some of those refill trips patrons will be making puchases (at a tremendous mark up) that they didn't plan on. Besides, even with all the abuse, I'm sure the mug program still shows a tidy profit. They're charging $12 for a 12 ounce mug that probably costs them around a dollar.