Everybody can afford 40 to take their family to one game a season. The vast majority can afford to do it more than than that. Now, if they place other recreational events higher on their priority list then that is their business. But don't spew out this garbage that a $10 end zone ticket is overpriced. Cut out one fast food meal a week over the course of a year you can easily save more than necessary to take the family for $40 per game.