This is my thought exactly. When you go to the Animal Kingdom, you hear about how environmentally conscious Disney is, so why not let me bring back my mug and reactivate the chip for a reduced rate. I know that you can reactivate them for the full price, but why should I pay full price for a mug that isn't new? I have limited cabinet space and I have stopped buying the mugs all together because I don't want to see them ending up in a landfill. I would much rather "Reduce, Reuse and Recycle.