With volume comes profit. By charging that much money they will only hit a small number of potential subscribers. Lower the price and the ball game is changed. Yes, it's that simple.
Faaaalllllllssssse. Two things going on:
1. You seem to think whatever business you claim to run are like the NCAA. "Lowering your price" doesn't do what you think it does when that thing has no competition.
2. The current religion is to discover the price that maximizes profit, not viewers. The NCAA has no interest in a larger audience that nets them the same profit. Profit first, viewers seconnd.