Figure it is a calculated risk. If five passengers wanting a superior product are chased from Holland America (and Princess), and only even one of those five switch to Seabourn (same owner as Holland America and Princess), then the corporation probably has a net gain in profit. And of course it is better for them than that, because they're getting a bunch of Royal Caribbean, Celebrity, and NCL passengers upgrading to Seabourn; all the while a mess of new customers coming in from the bottom of the market, those who couldn't afford cruising previously.