Always say the same on this topic. I understand supply and demand and I'm aware other clubs charge similar prices, but wouldn't it be great if our club led the way in pricing strategy and brought the price down regardless of 'size of game'? From a moral perspective that is, if we forget the financial hit for a moment.
One thing to note is that as a business, the money to be made for football clubs is from TV revenue in the premier league. See how many clubs would've turned a profit even without any ticket sales in the prem in 2017:
Whilst we're not running at a profit currently I know I'm spouting a pipedream. I've always wondered whether having a sell out every game by lowering prices dramatically might help in the long run though, if it helps us achieve promotion.