Still don't get this, money grabbing argument. An Annual pass for any of the theme parks will cost you £50-£80, so overall admission has been getting cheaper especially now with the pay monthly scheme.
Look at any other park season pass Blackpool (£100), Paultons (£125), Drayton Manor (£110) and you would see the value of both the Merlin pass and theme park passes have exceptional value.
Once in the parks, customers are literally taking hotdogs in flasks to save money but yet are expecting Wickerman style projects of investment into the parks on a yearly basis and still are saying everything's overpriced, even with all there discounts applied.