The 20% skybox crowd doesn't much care what the price of beer is. There are lots of people, myself included, that can afford $13.50 for a beer but would never pay it because it's ripoff pricing as far as I'm concerned. If you charge $20 for a beer at the ballpark...they will only sell a fraction of the beer they sell today. If they lower the price to $5...they will sell a lot more beer. Where the magic perfect price point is to produce the most profit, I don't know. JR tries to have it both ways by having promotional nights but I fear the pricing out of being a fan for later generations.