Because football is not wholly a commodity. You don't invest in many cases a lot of emotional attachment over so many years into a wahing machine brand. Of course football is a business and clubs need to make ends meet but we are talking about a) Manchester City - a club awash with money and b) a club that has not always been awash with money and great teams and has a huge fanbase who stayed loyal through the bad times and c) a club with a lot of support who have real money issues
Surely thd club can try to find a better balance. And for those who hark back to similar prides a few years ago, they were a rip off then as well