I think the prices are not price gouging so much as discouraging excessive drinking. The Masters where food and beverage are cheap is an exception to the general rule b/c they have a generational crowd. The PGA championship has lets say 50k new fans attending every year as they move the tourney. The masters has 50k veteran fans of the masters every year with very few new faces in the crowd. Masters tickets are held for decades on end and if you put yourself on the wait list right now, the odds are that in 50 years, you still won't have the tickets. So, the penalty for misbehaving is quite severe. If you get wasted at the Masters and misbehave , they not only throw you out but also confiscate your badge and ability to ever buy it again. The result is the most well behaved crowd in sport.