I like it.
I understand why people are upset. But let's face a hard fact here: For a school like Bradley to continue to compete at the highest levels it must make money.
I for one have no problem paying for volleyball and women's hoops because I understand what this facility signifies for them. And they are placing a premium (but not unreasonable) price on them so that they aren't money losers for the University and a sign that they are committed to growing these programs.
Finally, I would expect there will be other events at the arena that campus has not seen in some time, that also will accompany your right to that seat for those events (concerts rock or otherwise ie Boston Pops or Trans-Siberian Orchestra, other tournaments, maybe an NBA or WNBA exhibition, Globetrotters).
Also, as Bradley Brave pointed out earlier in this thread, this is also in part about leverage and flexibility as much as anything else.