I'll say it over and over, year after year, benchmarking is largely useless in football. I use Tesco and Sainsbury's on the whole but if their produce became shit, stupidly expensive or both, I'd go and shop somewhere else. No problem at all. I'm not going to watch Forest because Gonçalo Guedes is wank, am I.
I can afford to pay it, I'm fortunate (and stupid, probably), many others are not and for us to be the ONLY club to have put up prices every single year since 2018 is fucking horrible from a community point of view, especially given the overall economics of Wolverhampton and the surrounding areas.