Supply and demand. When you sellout the popular games and ticket buyers who would really like to have attended are turned away, then next year they will consider purchasing season tix so as to not get shutout again. An oversupply, as is the case now, allows those on the fence to simply wait until gameday to decide. How many times have you attended an event just because you had paid for the tickets and weren't going to waste them? This is why baseball stadiums built in recnet years have often been smaller than the facility they replaced and why NBA/NHL arenas don't seat 30K.