they're too expensive and be all resentful.

You aren't a bad person if your budget doesn't allow for you to go to the games, but BYU isn't evil for not having dollar night pricing either.

I don't know all the numbers specific to the Provo ticket market, but Econ 101 teaches you simple profit maximization does not mean that you sell every seat in the house. In fact there is likely a profit maximization point that prices tickets at a point the sell outs won't happen.

I'm not saying BYU is perfect at gauging demand, promoting, etc., but based on my common sense about things like this, BYU could probably make more money by raising ticket prices and having even fewer butts in seats (if you don't get this math, I can't help you).

Having said that, this would be a great game to make a sacrifice to attend (sacrifice = give up something good for something better).