I think any doom and gloom was inevitable - the fans haven't really experienced any forced price rises at this level before, but it's a downside to becoming a bigger club - to compete the fans have to pay larger amounts to help subsidise the club. I'm glad that the prices at the moment are still...
I don't think its all about what he said in his letter, but more that he has taken the time out to respond to questions and criticism that has been brought to his attention. I can't think of many other club CEOs that would do the same.
Because that then gives other teams an idea of how much money we have, therefore they may decide to overprice their players if we enquire. It's like a game of Poker - don't let them see your hand.