Someone mentioned this over on MAGIC and I thought it was pretty interesting. WDW's FB page was blowing up with negative comments yesterday after they posted about the ground-breaking. Over 1200 comments on the post, 24,600 likes (on a post asking for likes) and 1800+ shares. Meanwhile on the Avatar FB page, the same post got a little less than 1000 comments, 67000 Likes and 3700 shares. While the WDW comments were probably close to 75% negative, the Avatar comments were overwhelmingly positive with it hard to find a negative comment in the mix at times.
Now I know i'm reading a lot into FB comments. However, as was also mentioned on Magic as well, the people commenting on the WDW page are those who will go again anyway. The people on the Avatar FB Page is a potentially new audience however. Disney wants that new audience to draw in that may have never been or hasn't been in a long while. There's a lot of money to be had there. They also needs to get ahead of these people and control the message. A lot of the comments seemed like they were confused and thought FotLK was being removed and even some that thought the Tree of Life was being removed.
https://www.facebook.com/WaltDisneyWorld
https://www.facebook.com/Avatar