then that’s what BYU should charge. This is for football tickets. It’s not taxes that you’re forced to pay. It’s not some necessity like food, electricity or gas. It’s a luxury item. If prices go too high people will stop paying. If BYU has people chomping at the bit to pay more for better seats, then they should take advantage of that. Honestly, at the rates I see people paying on StubHub to attend games, BYU’s prices are probably below market and should go up. Secondary market sales show that prices for season ticket holders should probably go up more.