As I explained elsewhere, I understand why they've put up prices the last few years and looked to change the mix of premium and non-premium seating. We all want to pay as little as possible of course but demand is now higher and the club need to be judged against their rivals and do what they need to maximise revenue. We shouldn't need to match the big London clubs as all bar Arsenal have much smaller capacities, a wealthier fan-base and a much higher audience. So Liverpool & the rags are our best benchmark but they've had big, very well-established fan-bases for a number of years.
In the 2015/16 season we'd pretty well reached our peak I reckon as match-day income really wasn't what I would have expected from the newly expanded stadium and having played in the CL semi-final and League Cup final. I was really expecting it to be up to 15% higher than the £52.5m we reported. That suggests to me we've just about peaked and prices are maybe even too high for the actual level of demand, particularly at the higher end of the scale (premium & corporate). So why they've brought in this largely insignificant increase is a complete mystery to me, particularly when we've got nearly £50m additional TV money this season and that and the £5m for a shirt sleeve sponsor next.
The only possible rationale I can think of is that they're trying to cover match-day and other day-to-day running expenses from ticket income but there's no commercial logic I can see, in the context of frozen prices generally, to doing this for a maximum potential gain of £500k and it might not even be anywhere near that.