This is the huge point that's not getting enough attention.
We had season tickets in 2021 but dropped them for the next season after realizing it was far more economical to pick and choose the games we wanted to attend via the secondary market, especially since that saved us costly/time consuming trips to Ames for games we didn't care that much about attending.
The more expensive it is to buy season tickets (and be Cyclone Club members) the more people will do this, and tickets weren't exactly insabely in demand this year when we won 10 games.
Raising costs at all, regardless of how ours compare to other Big XII schools, is risky business.