New GAA ticket prices are based on a false understanding of how stretched families in Ireland are, and could undermine the organisation - according to journalist Michael Moynihan.
Michael joined us on Off The Ball to discuss the hike in prices, and gave a cogent analysis of the situation as is:
"I think there has been a general reaction to John Horan's comments that why the economy is strong, and possibly has always been strong for the last few years - that is not necessarily replicated around the country.
"I think that that is a fairly flawed argument to say that a rising tide is lifting all boats.
"The other thing is that there is an element of 'be careful what you wish for'. As we all know, recurrent themes of demographics, resources and finances are available to Dublin.
"The GAA could say that they are trying to get more money to disperse it out to other counties, and people are complaining! So there is an element of 'you're damned if you do and damned if you don't.'
"I would actually think that the league increases are more bruising for people. If your county gets to an All Ireland final - even if it's Dublin or Kilkenny or someone else that gets to many - it is not discretionary spending, you move heaven and earth to get there.
"Putting up the fiver on people that are trying to take kids to see their heroes up close, in a more intimate setting than Croke Park, is probably more hurtful to people that are struggling to make ends meet."
Whether they listen or not, GAA ticket prices are likely to be a continuing theme in discussions around the sports for some time to come.