Why are the Sevens dying?

The Wellington Sevens seem to be dying.

I recall the days when the tickets sold out in three minutes. The Internet would freeze as Wellingtonians tried to be one of the lucky ones to buy their tickets online. There would be dozens of people queued up outside Post Offices and the like, to buy tickets.

Now the stadium barely gets half full. Even with three months of selling tickets, and huge price drops, less people want to go.

The question is why?

One reader e-mails:

For me the 7s died the day they banned Borat.  It’s essentially been killed by the thought police, rules, regulations and a general ‘we know better’ attitude.  Not to mention the extortionate beer prices and disgusting overpriced food.  Why would anyone want to attend?

What do you think?