This this this this. I would expect it from Dave Brandon at TSUN, due to his decisions to commercialize athletics there, but not so much at OSU. Some smartypants lost sight of OSU's mission and place in the community.
They must have looked only at possible revenues, but obviously not the psychological impact of those decisions. Since OSU's football team is the closest thing to a pro team for a big chunk of Ohio, perhaps they thought that OSU could operate like an NFL team and jack up the prices of preseason scrimmages, because the market would supposedly bear it. Instead they teed off fans and alumni, made OSU look foolish and greedy (even though funds were going to charity), potentially messed up recruiting, and had to eat crow and knock ticket prices down a day before the game.
The Shoe should have been filled to the brim with happy OSU fans on a fabulous Spring day.
This is a case study waiting to happen at Fisher.