Concession prices are ridiculously high.  With a reduction in the pricing of an item, is there a reduction in the volume of an item?  If entities lowered prices on concessions, they might sell in more volume and possibly make more profits.  The philosophy of two quick nickels instead of one slow dime often results in more sales.  Often companies provide a rebate on product sales, so the higher volume of sales gets a bigger rebate.  Anyway, it is good to see that Ole Miss will lower concession prices which hopefully will result in more profits for the University.