People complaining about the game not selling out. Look at the traffic on the GDT.
They're going head to head against a Blue Jays-Yankees game (in Toronto, 1PM start time, 40K seats, across the street). The Blue Jays are in a playoff race... with like 10 games left in the season. At least in Toronto, the tickets are sold out (with high gate prices), people just don't go.
If the World Cup tried to do what it did in Toronto (with the prices, and you having to buy tickets to every single game), I doubt that 70% of the tickets are sold. At least this way, the NHL makes it's money.