Jacked up is unfairly leading/anchoring verbiage. They are pricing the tickets to demand to maximize revenue, as any smart company should.
Correct. That is the goal, and it should be. The value of a game depends only in small part as to who Ohio is playing, and much more on WHEN they are playing. The early dates, with nice weather, and the Saturday dates, are worth much more than the mid-week games.
Thus, playing Miami on a Saturday for homecoming would be at a high price, while playing Miami on a Tuesday before Thanksgiving would be at a low price, and that makes perfect sense. Yes, the foe can play a part in pricing. Thus Marshall for the first home game is $40. If the first home game was Idaho, it might only be $30, or $35, but it certainly wouldn't be $15.
I think that in general Ohio is executing well in this area. I do think they goofed, though, having a family pack of 4 tickets for less than the 4 tickets to Marshall were worth. Now, even that would be fine, and would work fine, if they did monitor the "Family" aspect of the "Family Pack", and made sure that there were two Adult tickets, and two children's tickets.