Many years ago I worked at the Americas headquarters of an intl airline. We worked with companies that put together land/air/etc. packages that were then sold by travel agents. I worked closely with those companies and referred to our dept. as the "free ticket and favor department." And, rest assured, we could do everything legal to help these companies. I've no doubt that cruise lines can do the same. But, yeah, whatever, as @FlyerTalker says.