This is a good strategy for a purely private enterprise, especially an enterprise facing relatively inelastic demand (i.e. an increase in prices doesn't lead to a significant drop in ticket sales). However, for a football club that is supposed to be embedded within its community and serves a wider social objective, the way the board have shafted us over the last 6-7 years is nothing short of a disgrace. While they line their pockets with gold by increasing the value of their shares and profiteering from property sales, the fans are left to pick up the tab.