Say I'm young (20s or 30s) and want to buy really good season tickets. Maybe I inherited a lot of money or was successful very early in my career. Regardless, I have a lot of money and want to support BYU. (just to be clear, this is hypothetical and I don't actually have a lot of money (yet))

The ticket office tells me that I can only get nosebleed seats, no matter how much I'm willing to pay. Some people, like you, have been buying tickets for decades, something that is impossible for me because I haven't been alive that long, so all of the good seats are unavailable to me. I don't want to put up good money for the worst seats in the house. It's not worth it for me to get season tickets.

You could say, "start now, bide your time". But I don't know how long people are going to survive, how long they're going to hold on to their season tickets. It could be 10, 20, 30+ years before the seats I want are available.

Without BYU changing their pricing/priority, people like me are less likely to buy season tickets. That's a lot of money BYU is giving up. More than the money, though, BYU is putting up a barrier to entry for a generation of fans from being financially invested in the team. They may be giving up tens of thousands of dollars now, but that may equate to millions of dollars down the road.

Yes, it's unfair. But from a business perspective it makes sense.