I don’t think they are...Nobody actually pays the gate price though do they? In fact they can't at the moment as you have to pre-book. So the real question is have they dropped the advance booking price? Because if they haven't then they're not really passing any discount on to the consumer.
A quick look at their website says they're charging £34 in advance which sounds very much like the same amount they've always charged (I'm not sure because I would usually use 2-4-1 vouchers) so in reality they're probably not passing any saving to their guests.
Which, despite my earlier comments r.e VAT being passed on this time around, is a little naughty on Merlin’s part. Purely because they’ve lobbied, campaigned and complained that the reason their prices were so high was because of VAT...
But to be fair, who can blame them? You’d save £4.25 if they applied the cut fully... You’re not going to miss that... And given the difficulties getting tickets at the minute, people will still book... But any business is certainly going to benefit from say (5000 x £4.25) £21250.00 extra income per day... Much needed boost after a no fault period of disruption imo.