They're getting more nervous about losing market share. Orlando is slowly going from "Come for Disney and stay for the other parks" to "Usually we only go to Disney, but this year we'll do Universal and spend a day or two at Disney since are kids are older". When Disney starts becoming the add on and they continue to lose market share they realize they need to do more advertising. Especially with Magical Express going away, they can no longer count on that captive audience that can't leave property.