Well for Universal, driving traffic to the website has a few pluses. It causes guests to (God forbid) research their trip before coming, gets rid of the horrendous line at the front gate to the park which is the guests first impression of the park, and I know it sounds stupid but cuts down on tickets that need to be printed by Universal instead they are printed using the guests ink and paper. Trust me 10s of millions of printed glossy tickets cost a lot...on a down side, they save money on not having to hire as many ticket window opporators. I'm sure Universal will find somewhere else for them though they seem to have respect for their employees..