No doubt that is the case, otherwise prices would be lower. I don't get the logic. Lower ticket prices to attract 54,000 would probably makes less money, but throw in lower food and drink prices and people would probably make up the shortfall. I bet there are plenty who would have several pints at reasonable prices who won't even have one just on principle. Yes, it probably doesn't improve the bottom line in the short term, though it is possible they might increase profits a bit. I'm sure, though, that creating 54,000 people who regularly spend significantly attracts more people to do the same. More fans buying the cheaper tickets, more attendees buying the cheaper food and drinks. As far as I can see the Amazon rule applies in that, for a given profit level, the more customers the better. Sometimes increasing customers is more beneficial in the long run than increasing profits is.