I've said it before and I'll say it again. You can't have your cake and eat it.
If someone has the data to show what we were paying for a season ticket before we won anything, no matter what that rise is, it definitely will not be multiplied by the same amount of trophies we've won, or the quality of football and players we see now.
The club has to maximise all revenue streams based on supply and demand to remain with the elite.
I'm not making excuses or saying I'm happy with the increase, but if you asked me a decade ago would I pay x amount extra to be champions of literally everything, I'd take your hand off.
The cost of living challenge is real to many, me included, but for MOST it's not a case of "I literally can't afford to eat, be clothed or be housed because of this increase", it's a case of, 'I won't be able to have as many pints' or 'I might not be able to spend as much on niceties I want'. Life is tough, but the club has to keep progressing to stay at the top, especially with FFP, the new regulator etc. If that means me helping them out with another £50/100 spread over a year, I love my club I will make that sacrifice.
The other thing is, yes prices have gone up, but the price of everything in the world go up, sadly that's life. At least we see that it's being well spent, unlike the rags money.