The answer is right there in the first paragraph of the article - the bands themselves are making money by reselling the tickets above face value. To use non t

The answer is right there in the first paragraph of the article - the bands themselves are making money by reselling the tickets above face value. To use non transferable tickets, the price would need to be increased to the actual price people are willing to pay. This would cause bad PR and outrage. The price would also have to adjust in a live fashion, so you wouldn't pay the same as the person you're next to. This gives people a bad feeling that they're willing to put up with for something important and not fun like flying, but would decrease their enjoyment of a music event.