Folks....it's £37 for a match ticket for this game of football.
This isn't a Premier League game. This isn't an FA Cup semi final. This isn't a Champions League game. This is a mid table Championship fixture.
And what if it were any of the above fixtures anyway - would such a price be reasonable? Justifiable? Of course not. These days, the main source of revenue for those football clubs at the top of tree is from TV companies falling over themselves to secure exclusive rights. That's not to utterly dismiss the income derived from gate receipts but in the big scheme of things, with the new TV contract for the Premier League to kick in next season meaning that SKY and BT Sport paying £5.136bn for live Premier League TV rights, gate receipts are pocket money for the big clubs. With this amount of money flying around, it is estimated that the club at the bottom of the pile come the end of the season will still pocket a tidy old cheque for £99m.
All of which suggests that football clubs are no longer reliant on gate receipts to boost their income. Admittedly, they're not going to suddenly fling open their turnstiles for free and welcome the scruffy masses in with a complimentary cup of Bovril and a free hug but it should mean that there is some scope to keep a lid on ticket prices. Yet ticket prices continue to rise.
Championship clubs like Forest and Leeds aren't rolling around in filthy lucre and moreover, are unlikely to benefit from the riches on offer in the Premier League in the near future. But sustained mismanagement of such clubs isn't the fault of the fans - all they do is turn up each week to watch a ball being kicked around by a team to which they have a deep and often emotional attachment. Sadly, our beloved football clubs know this all too well and rely on our blind loyalty.
So where does all of this leave the poor old sucker of a punter? The usual place really - stood outside looking in at the party and feeling even more disenfranchised from the game and the club they love.
£37 is so far beyond the line that even Filippo Inzaghi is looking bewildered at how one can possibly end up so far over the horizon.