Of course, the best answer would have been that the Board recognises the financial pressure on our matchgoing fans, that our commercial revenue plus hugely increased television broadcast income is now so big, it means that the club can stick by Ivan Gazidis's words from May 2011 and give our loyal fans a break.
I guess it was no huge surprise though, that the Board wouldn't commit. Given rumours that Stan Kroenke wanted prices up by 8% and was pegged back to 3%, I can see him wanting increases every year from now on. While he sees a season ticket waiting list, it gives him reason to do it... even though that pays no attention to the fact our fans already pay the highest prices in football.
It's safe to say that Kroenke couldn't give a shit about our core support. If he did, he wouldn't have forced a completely unnecessary 3% increase on prices.
The club didn't need the £3m the price rise generated, but now we've found out that it paid the same £3m in "strategic and advisory fees" to Kroenke's KSE business. Something extremely fishy about the deal, especially the way our Chairman Chips Keswick skirted around questions about it last week. This ambiguity further raises suspicions over how Kroenke will operate from now on.
While the Board say no decision has been made about prices for next season, I don't think anyone would be surprised if they announce another price hike in the coming months.
Last year's announcement was too much. It was out and out greed and once again milking the club's core support... support which has helped build this club and without which, there would be no Arsenal for Kroenke to come and take money from.
Time to stand up
Arsenal got in quick last year, and ignored subsequent complaints. Both ourselves and the Arsenal Supporters' Trust put out statements disagreeing with the price rise (read them here and here).
This time as fans we can be proactive. I call upon all Arsenal fans to unite and say NO to even more price increases. Start telling Arsenal that it's no longer acceptable. While Kroenke sees us as cattle that he can milk, he needs to realise that football as a whole is now starting to stand up against the greed among those running our game.
Those supporters' groups that disagree with the club enforcing further price rises will work together and do all they can to get the point across. If this leads to a protest against the greed of our majority shareholder, I'd like as many fans as possible to join in. Love the club, hate the greed. Watch this space on this one.
So, Stan... no more cowboy. Our loyal fans have been pushed far too much already. Over three years ago Ivan Gazidis said the club's increased commercial activity would mean Arsenal wouldn't need to rely on its matchgoing fans like it has in the past. Time to practice what your Chief Executive preached.
Without the fans, football is nothing.
Up The Gunners.