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The biggest issue is technology. Apps and second-hand market place have become so efficient a marketplace that buying direct at full price doesn't make sense. I think people, reflexively, go to the secondary market for their tickets.
Just another technological disrupter out there. Exchange of tickets is easier. This is issue is something all sports have had to deal with.
I know MLS uses SeatGeek to distribute tickets to STHs. And STHs sell their tickets on SeatGeek. UConn needs a partnership like that.