I think you're also seeing fans look at the caliber of home schedule utah has and ask what am I paying to watch at BYU. It's a business and you'll have some fans who support BYU regardless they could be playing Wagner's every week and those fans look at it as their duty and they're loyal supporters of BYU football no matter what. There's another segment of fans and I would argue some of the high level legacy people who evaluate the entertainment value and have decided that their money is better spent elsewhere. If I had 0 ties to either Utah or BYU and was asked which one you'd want season tickets for it would be a no brainer considering the level of competition in the Pac 12 and being able to see teams like USC, UCLA and Oregon. When you raise ticket prices without having any headliner teams coming in what do you expect people to do, just blindly buy tickets? Either they assumed they'd lose people regardless of ticket price increases and they're trying to make up lost revenue by the renewals from the one's that don't but to me that seems like a big gamble considering the state of the program and the horrible home schedule.