Seems to be their only focus. But from a business sense, it does work. Get rid of loyal customers, who at least had some benefits to their loyalty left, although not many. Bring in new customers, who don't have the history, and make many items more expensive, and add packages to give the perception of a "deal". Marketing works.
Celebrity had a Memorial Day promo on existing bookings. 50% off drink packages. What they didn't tell you was they raised the drink packages 50% to discount it 50%. Lessons learned from Kohls. If it works, it works, and it must work or they wouldn't do such things.