There is much more to this project for Disney than just allowing guests to reserve their spot in line. The near field technologies/RFID used in this project would allow Disney to know where every guest is at all times, what they are buying, how long they are spending in line, etc. PLUS, Disney will better be able to collect data on everything they ever wanted to know about you and use that data to better target you for marketing and interactions in the park. Eventually, the rides will know who you are. And some of those attractions may interact with you in some way or even "Remember" things about you on repeat visits. Your Disney keyring or ID card or necklace would be your pass into the park, your payment card, and the identification device used to track you.
Regardless of how much info you give Disney when you sign up, they'll be able to collect and learn even more from you once you start using the system. What sorts of things do you buy, What is your average spend, do you visit the characters, do you buy ice cream, how many times do you visit, how many people do you travel around with, what is the gender of the people you are traveling around the park with, do you visit the park with the same people each time, do you buy the same products over and over or try new things, do you buy cheap things or expensive things, do you buy things on sale, do you collect certain things, etc. Over time, Disney will be able to collect enough information to make recommendations to you at restaurants, send you emails and text messages about new items in the park you might like, offer you discounts and promotions based upon your spending habits, and in general personalize your Disney experience. It is marketing, guest satisfaction and operational efficiencies all wrapped up in one expensive program.
Is it worth a billion dollars . . . from a corporate point of view, it most certainly is.
The problem Disney is going to run into is privacy concerns. Facebook has repeatedly been punished by users for much more minor attempts to collect data. This could be a real double edge sword for Disney and they need to be VERY careful.
I think they need to keep moving forward on this project. The benefits to the consumer and the park are tremendous. However, they'd better start focusing on the positives and come up with plans for dealing with the negatives because this one is a potential time-bomb if not handled correctly.