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UFC charges $60 because the can get away with charging that much. If they made more money by charging $100 or $5, they would. $60 just happens to be the sweet spot.
Let's say UFC 190 does 500k buys
$60 x 500k buys = 30M
If they charged $100, they might do only 100k buys.
$100 x 100k = 10M
If they charged $5 and did 4M buys
$5 x 4M = 20M
Sherdoggers reading microeconomics...