Chaz, that's all well and good, but there is more to businesses than crude money making, something that seems to be increasingly overlooked across the board, not just with theme parks.
That's one of the main problems with the industry over here. Tussauds have a monopoly; they can get away with doing sweet FA, because people don't know any better. Theming can totally make or break a park. Take Chessington for example, without the theming (which admittedly it is now loosing, thanks Tussauds) it is just a park full of fairly mediocre rides. The theming makes it what it is. It generates a buzz, an atmosphere, something Thorpe is dreadfully lacking in.The atmosphere, the excitement created would without a doubt enhance a guest's day, giving them a better view of the park, and making them more likely to return and recommend it to friends. Remember, word of mouth is bar far the most powerful form advertising.These repeat visits and recommendations would have a positive effect on Tussauds' profit margins, which as you say is their primary goal. By spending more money on theming, an effect like the above would be seen. This could draw customers away from rival parks which in turn creates competition, the rival park will want those customers back. Therefore, they up standards too, the only way to keep a industry moving is to continually up standards, to innovate as a business in an attempt to stick your nose out in front, otherwise the industry will end up slumping.Or, in short, got to spend money to make money!