I don't think you understand my point, or maybe you're choosing to ignore it to make your own point. What I'm saying is that the club is choosing to maximise its profits now but that that strategy may have the effect of diminishing the fanbase in the future which, in turn, will hurt the club in many ways in the future including economically. My central point, I suppose, is that we are seeing Everton Football Club ceasing to be a club rooted in it's community and becoming a service provider like a concert venue or a cruise ship. I personally think it's a shame that working class families will rarely, if ever, get the chance to go to the game together. I understand that this has been the direction of travel for some time but it doesn't mean I have to like it. As for your first point, nobody is forcing me to take my family to a game for £400+ (for the four of us), that is true, and I won't pay it. It's a shame my boys will miss out on a treasured part of my childhood.