Because that's how greedy people make money, they push and push hoping people just take it. They increase the prices for one stand while freezing others and hope the 'I'm alright Jack" attitude works, which generally it does. Only this time it hasn't, it's been a long time coming but most people are not just fed up with the prices now but have been fed up for years. I don't know what the club will do either, a climbdown just says 'Oh sorry we tried to fleece you, we didn't think you'd notice' and if they think that bloated faced liar Ayre can put a nice spin on it, then they should remember his last attempt. He did more to gain support for that walk out than anyone else, the condescending little prick.