How To Not Screw Up When You Set Ticket Prices

Scott Honsberger of the Toronto Music Industry Association recently shared an article entitle "Five Bucks" on the Music Think Tank. He reflects on an conversation argument he had with some fellow industry people about how much tickets for a live show are worth.

Take a few minutes to read it through and then come back here. In the comments section I'd like to know what you think about this question:

Do musicians gain by setting ticket prices and having complete control over this aspect of their performance, or do they lose?