Precisely right. And the reason there would be a hue and cry if Kraft priced to the market is that an NFL franchise is an effective monopoly. Do you really think the Patriots have any real competition? Kraft owns the only NFL franchise for hundreds of miles. The barrier to entry for another league is somewhere between enormous and insurmountable.
Congress allows the NFL to collude on a salary cap in much the same way townships allow the phone company to own all the phone lines -- it benefits the customer to have one entity control a limited resource and manage it to promote a better product.
In this case, the limited resource is the number of NFL-quality football players. (there is another thread on this sort of topic -- on starting another league).
Nonetheless, Kraft does not exercise his monopoly power, choosing to keep ticket prices artificially low. If he so chose, he would raise prices to the point where some seats would remain unsold each game, maximizing profits.
Where the owners exercise their monopoly power is negotiating with the networks. But that's not what we're talking about.
StubHub and scalpers attempt to exploit the difference between Kraft's artificially low prices and the prices the market will actually yield.
No competitive pricing model would ever support a waiting list like the Patriots have. They are trying to manage it equitably so the stadium does not become a rich man's domain. I hope they screw Stubhub to the wall.
Not that I have an opinion on the matter.