OK so they seem to be making quite a racket about this, I’ll take them at their word.
I expect it to have very little impact on the number of ski lift tickets sold, but it will enable them to expand nicely into weddings/event catering, mountain biking, year-round sky rides, possibly mountain top dining, and such.
As for the photoshop hack, I think they learned their lesson with the pre-season promotion for cat skiing, when they used a cartoon with a crazy logo and nobody understood what it was.