Look at it this way:
I believe A.J.'s promoter was charging 10 grand for a 2 hr sitting. From what I was told this weekend, Troy's cost is $40k for 2 hrs. Maybe they won't be able to book small town USA malls and card shops for that kind of cash, but he'll be able to pull in in 5 shows what it would have taken Hawk's people 20 shows (he could do that in Cleveland & columbus alone I would imagine)...and Troy and his people will be working much less to make the same $$.
The ones that will be "losing" out are the the fans who won't / can't pay those prices, small-town venues and promoters, & merchandise companies...but in all honesty I don't really see Troy as being responsible to "take care" of those people.
In fact, by pricing himself so much lower he's probably only hurting himself by a.) having to work harder while trying to prepare for a Draft & b.) attracting huge lines of people would only cause ill-will when over half of those standing in line might not even get the opportunity to get a sig anyway (talk to anyone who got turned away from one of A.J.'s events last year).
Troy became a member of a select group of men who can call themselves Ohio State University Heisman winners (for a school that has the most rabid fan base in the world), and as I believe mentioned earlier in the thread, the first QB in the Big Ten to do so. He'll have enough shows to do (in Ohio and around the country in he chooses), there will be plenty of people willing to pay that much (what can you sign in 2 hrs, 500 items???...I think he'll attract that many). If he charged $25 per autograph, you'd have to show up 5 or more hours early to get in line and then everyone would be pissed for having to wait so long, or get shut out from getting something signed.