Will try to collect all the consumer surplus that it can. There is probably a new generation of rich guys ready to pay up for legacy status and get the tickets.

Of course they could give you those tickets at a discount—probably not a smart money move.

I have been legacy for years level 2 or 3 (I believe). Last year the demand was high and I got pushed out of the east side blue seats and ended up on west side a few rows above concourse. Someone told me that BYU had more than doubled in one year the number of athletic donors who had passed $1 million in lifetime gifts. I don’t begrudge them their seats and are glad the department has good support.