Is the new RFID a sign of corporate evil?
Disney has recently begun testing refillable resort mugs containing RFID chips in order to limit guests’ use of free refills. Currently, the test is, according to Disney, in its “early stages.” At this time, the new mugs are refillable for 14 days and allow guests to fill their mugs for 1 minute every 5 minutes at the soda machines. The disposable cups are good for 2 hours. After those limits, cups will only be able to access ice and water from the automated machines. The trial of the new technology is currently underway at Disney’s All Star Sports resort, and is not presently being used in other locations. Disney spokespeople are emphasizing that the RFID technology is only in its early testing phase and that numerous adjustments and changes will no doubt be made as the process continues.
Those are the facts. But the response is another matter. Message boards and blogs have been humming in the wake of the announcement, and much of the feedback is decidedly negative. Many Disney guests are complaining about the new limitations, claiming that they are unfair, that Disney is nickel-and-diming guests, and that the new regulations unfairly penalize repeat visitors. Unquestionably, there is some truth to those accusations, but Disney, as a big corporation trying to manage millions of visitors every year and provide the best guest experience, while making enough money to keep providing that experience, is an easy target. Before the virulence spills too far, add a little rationality into the drink mix.
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