The value of a ticket to an event is determined by how much people are willing to pay to go to that event, and established by the free market. If the sale price of a ticket is less than its value, there is a chance that the ticket will then be resold to someone who values it more, creating an economic profit for ticket resellers. Increasing the initial sale price of (some of the) tickets means that more of the profit is taken by the artist rather than resellers, which is desirable.