There seems to be some thinking here that success on the field has anything to do with ticket prices, merch or concessions.
The pricing is based on what they can get and if it becomes too easy and they do not get enough push back, the prices go up. The Cowboys have not struggled to sell tickets with the prices 18% lower and they know some will balk but most will not and attending home Cowboys games isn't about the winning. And this is not new, this was in effect back inn the 80's when I had season tickets. We were surrounded with people there because it was a Cowboys game. They win, great, they don't win, good game.
The DFW area is continuing to grow at a healthy rate and within an easy drive of Arlington are over 10M people. Think selling 80K tickets for the number one TV attraction in all sports is hard?
In most markets, people go to a NFL football game. In DFW, they go to ATT and there is a NFL football game being played. It is all about the entertainment.