‘”We think it’s fair market value,” said Bills Vice President of Ticket Sales and Service, Chris Colleary, who mentioned the increases are not across the board. “We compare other teams’ prices; we compare our historical prices. We compare the value of that seat as a season ticket, the value as a single game. We evaluate every seat, every row. There are some seats that may go up $3 a game and there are others that might go up $20 a game. The seats that go up $20 a game might be in the first five rows of the 100-level compared to a seat in the 300 level. So, we factor all those things in it.”‘