The research mentioned from 2007 fascinating. Ticketmaster auctioned off a limited number of prime seats. The authors showed that the auction price for these

The research mentioned from 2007 fascinating. Ticketmaster auctioned off a limited number of prime seats. The authors showed that the auction price for these seats was equal to the secondary market "scalper" price for these seats. It's possible to have a hybrid where only the prime seats go to auction. Ticketmaster does this sometimes already by directly listing some seats on StubHub.