My partner wanted to buy a football shirt as a present for visiting her young overseas nephew who doesn't follow any team in particular, certainly not an English one. I found out she was looking at Man City shirts for him (which arguably makes some sense with them being our local team). Of course I complained & convinced her that if she was getting any football shirt, it had to be for us.
Then we checked the site & ours was £40+ - for a kid! While the latest MCFC shirt was available for around £17 at the time. When the obvious question "why would I spend over £40 for this second division team when I can get the latest Man City one for less than half the price?" arose, I had no answer to that. For a reasonable price, I would've just bought the LCFC one myself.
So that business was lost, who knows perhaps along with any possible affiliation to the club. Just one example where squeezing fans above everything else doesn't even make sense from a revenue perspective, let alone a moral one. Another is the approach to memberships & match tickets.