It's the prices and apathy for first round with effects of their 2011 run. People will still watch, but it won't be a hot ticket unless they go on a run.
I remember after a bunch of years of Atlanta Braves winning the AL East, they had trouble getting good crowds to their first round playoff games.
It's never one thing, but I get the impression they'll have no problem being the hot ticket in town if they go the 2nd round.
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