The article makes it seem like fans bought his ticket because it was easy. I wonder how many tickets he sold due to his site decisions and how many he sold due to his popularity.
The number of people willing to wade through the terrible experience of ordering tickets online to see their favorite artists does suggest that the first rule is, be popular.
But the bigger point here is... why make it a terrible experience if you don't need to? Or purpose at The Good is to remove all the bad experiences from the web until only the good remain. That's why I shared this inspirational example.