Average cost for a finals ticket in 2013 was actually lower than 2012 - more people attended games yet less ticket revenue was taken in overall. General public pricing is much higher, but members are getting much better pricing for tickets with the $15 single ticket and $50 family pass options.
Basically they are encouraging people to spend a bit of money to become a member of their club to secure cheap tickets to finals games.
Only issue I see is that the NRL doesn't seem to be pushing this benefit enough. Allowing people to sign up to a membership and purchase a $15 single or $50 family pass at the same time would have been an ideal promotion.
Thing to also remember is that at any given NRL game or finals game the NRL know that an X amount of Souths supporters will turn up and Y amount of Roosters supporters will turn up regardless of ticket prices (people like us) and Z amount of Rabbitohs/Roosters/Neutrals will turn up based on the cost of tickets.
It's a simple cost/benefit analysis, as long as an X amount of revenue is reached the rest is just a bonus. It's all about extracting the maximum amount possible out of the people that will turn up and TV takes care of the rest.
Whether the crowd is 40K or 65K the end result for the NRL isn't that different. It just looks embarrassing, especially the way the media jumps on the bandwagon and starts bashing NRL crowds. NRL directors don't lose a minute of sleep because 20K less then anticipated turned up, it's only a very minor dint in revenue.