I'll own up that I was a whiner and I still think what the Athletic Department did this year is not appropriate all in the name of a sellout.
That being said, I think the game would have still been a sellout had they put the cap lower. The 20-ticket limit for season ticket holders was too high in my opinion. Maybe 2x the number of season tickets you hold to bring family with you that normally wouldn't be able to go to the game together.
Edit: In summation, it's not about the price so much as the timing and type/method of access and availability. Yes, we all knew it would be a hot ticket this year.