Ptjackets is kind of right. Obviously he is not the biggest Tech fan out there. The biggest Tech fans (many of whom part on this board) get season tickets and donate money to matter what.
But, almost by definition, the biggest fans make up a small percentage of the overall fanbase, especially at GT. The rest of the big fans still love the team but look at it in the same light as other types of entertainment. And if they feel like a business is trying to stick it to them, they very well may decide to stick it to the business by not buying their product, regardless of whether they can afford it.