I'm afraid if we want to see the likes of Torres/Fabregas/Sneijder playing for City, we're going to have to pay for it. Cook is running a commercial organisation, and needs to ensure that we are a viable business (ie making more money than we spend). I presume he's done the sums and decided that an increase in ticket prices is necessary. It's naive in the extreme to expect our owner to keep throwing good money after bad and I, for one, would rather pay a bit more to see some top quality players wearing that City shirt and competing against Europe's finest, than to pay the current price to see us continue to win bugger all for another thirty years. It's normal for people who are providing an improved product to charge more for it.