Everton’s new season ticket prices represent the latest evidence of a shift in culture at the club.

There can be no doubt new owners the Friedkin Group (TFG) are a sea-change on what went before them. For years one of the biggest charges laid against those in charge was that the club was not run like a business. That is no longer the case.

TFG have moved in with a professional efficiency that has brought stability to a club that has undergone years of turbulence - chaos that placed its future at risk.

But while Everton have received significant benefits from that style of leadership, it is also one that offers little room for sentimentality. Every increase matters on the balance sheet. That appears to be true even if it comes at the expense of supporters and, arguably, when that burden is increased out of choice rather than necessity.

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