The Dallas Stars are lowering ticket prices next year because they, "are taking these steps now to fulfill our pledge to our fans to reduce the burden escalating payrolls have put on ticket prices".

I think I know why the Stars decided to put a bull on the front of their hideous new third jersey - because the organization is full of bullshit.

The Stars aren't lowering their prices because of their payroll. They're lowering their prices because they recognize their team is no longer a Cup contender and they think the fans will be recognizing it really soon as well. They might also be lowering their prices because a potential fan backlash against the upcoming CBA battle could reduce the demand for NHL tickets in Dallas.

Bob Goodenow sees through the bs, like anyone with an ounce of common sense should as well:

"Ticket prices are set on supply and demand. So it's the owners who set the ticket prices based on the demand," union head Bob Goodenow said. "They do so as smart businessmen to maximize the revenue yield from tickets that are sold. Teams will go about pricing the house, tiering certain tickets at certain locations at certain levels.

"Fans set the ticket prices based on their interest and their demand for the tickets. Once the tickets are sold and the revenues come in to the clubs, then the clubs, as businesses, sit down and set their budgets and determine what they're going to pay players. Both of those functions happen more or less simultaneously, but ticket prices are not set based on what the salaries are. Ticket prices are set based on supply and demand as provided by the fans in each market."

To simply put what Goodenow said, the owners will charge what will make them the most money and what the players make has nothing to do with what the fans pay for tickets.

If the owners are trying to pull the wool over the eyes of the fans about this, why should we believe them why they tell us they're losing money?