Seems to me, if they can reduce the price to students, why no retirees or veterans (active or retired) or, for that matter, make the price lower so that more people can afford it. I only really care to watch one team, I am a retired veteran and I can't afford (nor would I pay that much just to watch one team) to lay out that kind of cash. The NFL really is in this to make money (and so is Direct TV) and I have no problem with making a profit, but let's be reasonable about it. NFL topped $8 billion for 2017. I have no idea how much DirectTV makes, but I am pretty sure it is a lot.