Walk-up prices need to be lower, but not to the point where they discourage STH from renewing (£20 would be too close to averaged ST cost) - but over £40 is too steep at this level, even with travel included. More dynamic pricing should be used I reckon - if, a few days before the game, there are a few thousand left, drop the price and heavily publicise it.............wouldn't think there is any incremental cost to the club of more people turning up so it would all be extra revenue and a fuller ground. Not sure if there are things like stewarding or policing ratios that need to be maintained though - so adding 2-3k a day or two before could potentially throw that out maybe. I dunno.