Not everyone needs or wants a front-row seat, and there are plenty of reasons to prefer sitting outside the tent. When we try to force everyone to upgrade to the best available seat, our mindset is that closer is better. If we want to sit in the sun, bring a picnic, entertain younger kids, and even bring a canine, outside is far superior.

If somebody attends our performance, they are part of the team. No matter if the patron pays for the highest-priced seat or sits on the lawn outside. We might be misaligned with their preferences if we are always trying to upsell and upgrade their experience.