It's certainly a dilemma for the club.
They can afford to take the hit, but they are businessmen at the end of the day. We are seemingly still making very little in matchday income, in comparison to some of our main rivals?
The problem becomes when you cheapen a product, as it eventually becomes less desirable?
If the club made tickets a fiver or tenner, across the board, the meltdown would come because we wouldn't all be able to get in, or it would be empty for some games because fans would decide it's only a small hit not to attend.
My boy is coming up for nine this year and I take him on a game-by-game basis. It literally costs me anywhere between £5 and £30 to take him in the same block as my season ticket, and I would love to get him a season ticket, but I already pay out for three and there is only so much goodwill you can play on, until fans decide money is needed for actual life priorities.