Nah, that isn't what is happening. Long time fans that have *always* backed the program through thick and thin keep taking it in the nuts (or wallet). The AD needs to actually do their job and find new revenue and fans and stop bleeding their loyalist dry. Their product isn't better but the prices are increasing 100% in some cases, 50% a lot and 25% in most.
I don't find it a coincidence that the "Chief Revenue Officer" found a new job after he bled the hub club dry the last two years and the yearly retention was only ~80%. So sure, maybe the short term this joker thinks it is an increase in revenue, but but they really lost the long term. People dropping from the hub are not going to the games anymore. They are not donating their yearly MGSF. They are lost revenue. So after that, they move to a new section to find the next level of people to start squeezing.