Though maybe they are using codes, it would be good marketing, intriguing one enthusiasts must advertise the ride to at least 15 non-enthusiasts. Excite 100 geeks and at 1500 people will hear about it.
This is off-topic, kind of along the same lines you're mentioning here Dave, but I always thought it would be a good business idea to subsidise park merchandise to sell at minimal margins, just so that more people will buy it, which in turn generates great word-of-mouth promotion for the park. Same with on-ride photos, if the price was lower, then more people would buy ORPs, which would mean more people seeing them often on their kitchen table, in their office, on their desk etc, which would keep the park quite high in someone's attention.
Just to bring it back on-topic, I think that any sort of personal word-of-mouth promotion (like getting enthusiasts to rave about it to their friends) is probably the most effective form of raising product awareness. I hope the marketing for next year's ride develops into a bit of a viral campaign to capitalise on this. :)