Here is my take - The UTAD is attempting to drive down student participation in games, even if only a little. When student attendance dips, the UTAD will use that as an excuse to reduce the student allotment (see UT basketball last year). UT fans (or folks wanting season tickets for their business - a write-off) have shown they are willing to purchase tickets no matter the price. I think there are only 4,000 tickets left for tomorrows game against NIU.
Same thing is going on with the UT faculty. The UTAD drastically increased the amount that faculty are required to pay also.
They can slowly push out the discount tickets (students, faculty, grandfathered) for full-value tickets = more cash for the UTAD.
Soon it will end up similar to a pro-style audience. When they are winning - plenty of asses in seats. When they're not... a ghost-town.
A pretty cynical view - but I have been around UT athletics for a while and have watched this scenario slowly play out for years.