Sure, it is going up. For now.

And the die-hards will put up with just about anything. But not everyone is a diehard. On the margin, people who might have watched the game some night will find it too much of a hassle or expense and skip it. And if they do so enough times, they'll get into other patterns and stop caring as much about the team, or the sport, and so on.

What we're talking about here is elasticity of demand. For some people and some things, the short-term demand is very inelastic. But in the long term, it's not. And maybe the people making these decisions have better models of that than I do and they're going to continue to raise revenue with customer-hostile choices. But maybe they just don't care what happens past the next quarter or two and years or decades from now it will be clear they fucked up.