I don't think you are wrong ORV. I was commenting to DH this week that in all our years of cruising with O (2013) I have never seen the amount of cruises that have the OLife Ultimate benefit attached.
With that being said, along with the shortening of port times and other negative issues that are constantly being discussed on CC, I believe the cruise lines are in trouble, with huge debt as well as new ships being built, they are doing everything they can to survive.