Well, I'm not sure if he can keep increasing the cost of the tickets. He is treating the Sox as a real estate investment, but that's at the expense of the MLB club itself. I think it eats into the overall value of the club more than he realizes. At some point, the Sox Nation stuff is oversaturated and people won't care anymore. They need to pander to their fans of a whole generation of people will simply stop caring or not learn to care.