Earlier quoted context omitted.
That doesn't make any sense. If you were already buzzed before going, then you would need a cheaper price to continue drinking, since you already have some in you. If you were dead sober and wanted to drink, then it makes sense to shell out the money.
If you were already buzzed before going, you're probably not making super sound financial decisions inside.
Possible counter-strategy is that the prices are high so people stay relatively tame inside. Who wants to pay ($20/unit of alcohol) to even try to get drunk?