People who pay those prices fall into one of two categories - money is no object (read: well-to-do, rich, wealthy, top 1%, etc.), or they are stupid. I have a 1080p projector with screen (106") and each year I have a big Super Bowl party. Lots of food and cold beer with great, extremely comfortable seating for everyone and a constant 70 degrees. We have betting pools and games and it is a fun event for all. Even if they gave me a 50 yard line seat for nothing I would not trade it for the experience of the party with my friends. The ticket - $36,000; the party - priceless!