"The fan is paying market price today, but the teams or bands aren't participating, So in that case, the fan is unaffected and has the confidence and comfort from buying directly from the team or band...

"There is a percentage of the population who just aren't going to come to certain events. But we know there is latent demand that is unmet because of inefficient pricing. The data and testing is very clear on that...

"There is certainly risk if content owners aren't disciplined. But just about every other industry in the world prices their stuff this way, from milk to gasoline to airlines....

"We don't control the price of tickets, obviously content owners do. The trend in dynamic pricing has been to work on a licensing-free model. But we're going to be flexible..."