If you read the article (or listen to the podcast), Staples says that Tennessee currently has a 15,000 person waitlist for season tickets. At the current time, they aren't worried about pricing some of their fans out, as they have plenty of people to pass the higher prices to. If Tennessee tanks in the next couple of years, then they may have to rethink the price increase, but right now their demand is pretty much near an all-time high.