10 people not renewing their season tickets is not an impact it's definitely factored in that there will be "x" amount of people who drop per year and "x" amount of people who will decide they want to step up and buy season tickets who did not previously have them. Also, I'll be an ass and say it.. If you dropped your season tickets for the SOLE REASON we lost to Ohio in the third game of the year and then lost to a solid Memphis team in Memphis in a bowl game, you're not a true fan. Should we have won those games? Certainly. I'm not even going to bother throwing in an excuse. But to base your reasoning on that is incredibly irrational and fair weathered.
I bet you the number of people who did that is incredibly small. Now, those who've stated they didn't renew due to other reasons, whether that be lifestyle choice, money, time, etc, that's fine. Those are very reasonable decisions and no one should fault them for choosing to make that decision. I mean, just take a look through this thread and although some are arguing that some people might've chosen to drop them because of those losses, no one here has actually said they have. They've given other solid reasons.
Hell, you remember the ISU fan calling for Campbell's head who went viral on social media? I saw him the first game of the year. Lol