For the love of god, stop it with this lazy excuse "Win, and they will come." There are so many things our athletic department can do to help the team on the field win. By taking measures to get more people in the seats and generating a better atmosphere, it'll make more recruits want to play here, which will put a better product on the field, which theoretically will equate to more wins over the long haul. It's not as cut and dry as "win, and they will come." We, and the athletic department, have to do our parts to make sure the atmosphere at Heinz Field draws recruits. While I'm not convinced alcohol sales will be that much of an attendance boost, it most certainly can't hurt.