The Red Sox are not going to lower their ticket prices. Ticket sales at the current prices are built into their revenue projections, but the truth of the matter is when people pay premium prices for a product they expect premium quality. A 90+ loss team is not a quality product. If they have horseshit seasons like this too frequently, people will not go to the games in the large numbers to which the organization has become accustomed. Their revenue stream will start to fall short of their projections. They will in response take actions to improve the revenue stream, i.e., construct successful teams within a reasonable budget (much higher than that of most teams) to maintain their revenues. They have no choice but to put out a competitve product, because they don't want to hurt their profits. s***** small market teams charge less for tickets necessitating smaller payrolls so they can make money. People in these smaller markets have lower average incomes, but they are still willing to plunk down $10 to see a losing team. In a big market like Boston where incomes are higher, the consumer still has a price point at which he/she will not be willing to pay to see a lousy team. Those people could opt for an enjoyable dinner in a fancy restaurant for their $200 instead of watching a frustrating poorly played game by the Sox. It's not that complicated of a concept. Different cities have different markets. The teams in those markets set their ticket prices at a price point that will optimize revenue. Why the heck are we discussing ticket prices anyway? This is a sports talk forum. We should be talking about the product on the field and how to improve it.