That's a very good question, and probably one of the reasons why the Jets (and other NHL teams) are going with other sources of revenue (such as the helmet and jersey ads). I'm not a season ticket holder, but I do go to games on occasion. I miss the old half price ($14) student tickets in the upper deck at the Jets 1.0 games (that takes me back). I actually don't mind paying the high prices to see the Jets play, as long as they are putting in an effort (like the pre-season home game against the Lames). But if they are going to play like they did last season, with little or no effort, why would anyone want to pay to see that? And with advertisements for season, half-season, quarter-season, and single game tickets, it looks like many fans didn't like the effort last season either. As the team goes, the fans will too. Play with apathy, and so will the fans (with closed wallets), but play with passion, and the fans will respond (especially around playoff time)! It's hard to say long term, but I doubt that Winnipeg will be the only NHL city where this will be a concern.