They wouldn't be doing it if it wasn't good for the bottom line. That's literally the motive behind every move Comcast has made in the past 2-3 years.
The parks are expanding at an amazing rate, which is great for fans of the parks, but they have always found underutilized areas of the parks to stick a new store, eatery or M&G into.
So kudos to Comcast for finding ways to improve the product, while also improving the bottom line through various different outlets. I mean, look at Diagon, it's basically a mall (it even has a $50 interactive wand game) and Springfield is a giant food court/carnival. That's simplifying it, but it's interesting how they've been able to take so much real estate and use so much of it for F&B and merch.