Do we not think applying the law of supply and demand is an insult to people who are priced out of games? Let's imagine a Chelsea fan who has followed them for 20 years, put up with all sorts of crap football and kept his money going into the club. If it was a car company or a normal business producing a crap product then that consumer would have withdrawn his money pretty sharpish - but, it being football he/she continues to support his club financially. (when many others don't) Finally his club start to achieve something and he/she can't actually afford to go and watch them again. The club is happy to apply the laws of supply and demand - despite the fact that as demonstrated by the fact the club still exist (due to people watching them when they offer a poor product) - the supporters aren't simply consumers in the normal sense. His/her reward for loyalty is to have his support thrown back into his face because football is fashionable and the club can sell his ticket to a home counties armchair fan whose probably related to David Mellor.