and this is factor I don't think people are seeing. The cost of being a Hokie season ticket holder is going up at a higher rate than most people's projected income and this is placing a greater burden on donors.

It's not that people don't have the money, it's that these increases along with the ever rising cost of entertainment (cable, cell phone, concert tickets, children's activities etc.) is forcing people to choose.

Hokie football won't take priority of people's children's swim lessons and piano lessons, and that's the real battle IMO.