And before those years they did not treat all guests the same. People who could buy more E-Tickets got more attractions.
The hard part about treating all guests the same is making sure your product is working at all spending levels. That it is working for the customer compared to what they spent and that it is working for the business where profits are concerned.
No doubt people loved the years of complimentary FP+, MBs, ME, EMH, etc. But times change. At one point not that long ago people also loved a $28 per night throwaway campsite that got 10 people free Magic Bands and 2 days worth of free FPs, and all that other complimentary stuff, etc. Consumers adjust, companies adjust… it’s a never ending cycle.