When did Billy Beez start requiring buying $10 socks in order to enter?

Is this new? I am a first time parent and haven't been to Billy Beez in maybe 10 years when I took my little cousins. I don't remember having to buy socks for them and also for myself.

So it's $14 for admission and then you gotta buy their brand of socks for an additional $10 per pair for everyone that is going into the play area (including parents).