well, they DO have a preview night where profits go to charity, but generally my assumption on their mission being one of making money would be based on the fact that with that turnaround of visitors, they could cover their costs at a lower price than ?9 per ride. With most things, it seems at Christmas, it's about making money. And as to the question, "why should they?" why shouldn't they? Christmas is a time of giving - or have we forgotten that?