It was clearly selling tickets too. But attendance was so good last year coming off the WS that they didn't need the early-season bump (and they should have only needed to do it in September when the team stunk).
The drunkenness is obviously a problem that begins in the parking lot and at the gates and concession stands.
Also is it true the hot dogs were smaller/different/worse? Probably the latter at least, due to just poorer quality control and being overwhelmed. I hear they were often cold.
I really enjoyed bringing my own hoagie to the last game I went to (which was, sadly, Game 6 against Arizona). I will definitely do this (though I probably wouldn't wait to get to the stadium to eat).