My guess is that a select group of outside consultants roam this space, pitching how to enhance seating income. So to generate business for themselves every few years, they have to come up with a new pitch how a school can enhance their seating income by a certain percentage, by using whatever the new fad the consulting World is now pitching. Given the fact that inflation is hurting all but the elite level seat holder but the stock market has done well - Premium Seating is the current narrative. It likely has two components. Keep and expand seating for the 5% highest income current fans, but also target rich non current seat holders. What better time to do that than after two NC’s. These wealthy casual fans interest is peaked now so lock them into a multi year Premium package.