Looks like the econ whizzes at Northwestern have convinced the athletic department to sell tickets for their big games via "Purple Pricing". http://www.nupurplepricing.com/ Not totally sure how it will work, but it seems somewhat like a dutch auction where the price will start high and go down based on demand. If you are an early buyer, you will receive a refund if the price goes down. There is also a way to "bid" to automatically purchase if the price hits your bid. Preliminary starting price for sideline for UM will be around $190 and for OSU will be around $240. Not sure what NU is thinking - it might be a way to maximize revenue, but they run a danger of ending up with unfilled seats for their biggest games. They will have a tough decision a week or two before the game having to decide to lower the price or not. Lowering the price of each ticket a few dollars would cost them thousands in refunds, unless they sell them through back channels like stubhub.
Unfortunately, our days of filling Ryan stadium with Chicago-area UM fans cheaply and easily may be over.