Ok, my "negates all the good stuff" was hyperbole. But it was done for a reason. This is a really bad idea. I mean, dreadfully bad. I am struggling with why they came to the conclusion that it was necessary in the first place. What do they honestly hope to accomplish?
My guess: one or both of 1) the insurance company or Argus suggesting or requiring this and/or 2) data from other Pac-12 teams that have done this showing a significant increase of in-stadium concession sales after they made the change.