I do think the club has missed an oppurtunity to make a statement.
The reality is that the price increase makes a 2%-3% difference in match day revenue which probably equates to 0.5% of total revenue. Compare that to the minimum of 8% increase in matchday revenue the north stand expansion will bring and this is a minimum because the likelyhood there will be premium seats either there or elsewhere which will increase this further.
To further put this into context the north stand expansion will cost £300m. The increase in ticket prices for this year will return 0.5% of that cost next year, I.e. basically nothing.
I'm not saying match day revenue does not matter because commercial revenue is much higher, just that the increase makes negligible difference compared to other plans the club has to bring in more revenue.
So yes, the price increase is still good value for money, dont think many would dispute that. Equally yes the club need to be commercial, but putting everything into context the increase is questionable.
I'm a little reluctant to blame the owner because at the same time he paid for transport to the Champions League final for many supporters and the club does make the odd gesture during the year which effectively claws back the increase but I do think they have missed an oppurtintuy to make a statement.