However, I think I might've figured out why the AD held off. How many new season tickets do you think will be sold this year? 500? 1,000? 2,000? Whatever the number, I bet that far outweighs the potential gain from simply raising prices. By not raising prices, the value still looks ridiculously high to prospective buyers, and good-will is engendered amongst those current holders who've stuck with the program for so long. The AD looks good, they're still increasing revenue, and the program keeps winning... everyone's happy. Like a crack dealer or a credit card company, get 'em in at a low rate, then jack it up when they can't stand to lose the product.