As far as I know, they still have a "satisfaction guaranteed" policy, too. If any of those surveys come back as dissatisfied, are they being offered any consolation?
I know someone who thought an employee was rude at one of the rides - saying impatient things to loading and unloading passengers over the microphone. He brought it to their attention at the Season Pass booth, not wanting anything in return, and received a dinner for two in one of the restaurants (which he tried to refuse, but they wouldn't let him). That's the kind of stuff that accounts for return customers. If people won't come, they won't spend. It's good for PR and it's beneficial for business.
Another story - we made it to an hour away once and realized we had forgotten our Season Passes. We called 'em, and they said come on in - that we'd just have to sign a paper and bring our passes in on our next visit. Since the computerization, this trust has changed in that they now charge for replacement of lost passes.