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At first glance I thought the prices seemed high, but I realized I was focusing on the individual days. When you calculate the cost of the mug and “length of stay” price, it seems to work out the same as always. My daughter buys the mugs for her and my 2 grandchildren on the day we arrive. You figure what the mug might cost in a gift shop and then refill it twice a day (breakfast and when we return from the parks) times 7 day of our stay and we are talking about drinks at WDW so the prices are high anyway. This still seems like a good deal to me, if you get the “length of stay” mug. You still get to take home a souvenir mug. We use them at home all the time and I am always bringing one to work with me. Ok so I”m an optimist, but I really feel like Disney is not trying to rob their guests, just trying to find ways they can continue to afford to give us good deals and keep us happy enough to return.