But what is the 'fare structure' (and that's a point, there doesn't seem to be much of a structure) supposed to achieve? The only two reasons given are reducing overcrowding (which it doesn't) and marketing - which isn't really the point.

Streamlining the process to make it quicker to get in and out sounds plausible, but having thought about that, it really doesn't take any longer to get in and out using a ticket. No longer in fact.

It all comes down to revenue, doesn't it?