Frozen is being milked because that is what is selling these days. ALL the film companies want "MEGA-Franchises" now...it's already happened with Marvel, it will happen with DC, Spiderman, and yes..Star Wars.
Disney has a huge huge hit on their hands, and there is no way they are going to "let it go".
The movie will remain a classic to many, many, people, and will be also continue to draw people to the parks for many years to come.
Once again I agree with the disappointment in what this ride appears to be....my original complaint was addressed to the folks that are stressing that Disney is only doing this for the money...well duh.