Celebration and Golden Oak are both master planned "over priced" real estate developments. Don't perceive it as anything other than the development of existing property in the WDW area. Disney has every right to develop its lands as they are not in the conservation business.
I must add that property development is full of risks. I really don't think Disney made much money with Celebration and Golden Oak. They tried to plus up their housing with styles and features that drive up the cost. Sure, the properties are sold at top dollar, but there aren't enough units to make big profits.
I not sure what "potential" there is if they don't do an occasional housing development. What else can they do? Another shopping center like "Flamingo Crossings"? Another DVC timeshare development? Another hotel resort? Another theme park? I think Disney maxed out.
Disney needs to focus on plussing their existing theme parks and investing in their transportation system. That's what holding up their potential.