Surprised they didn't factor in cost of rent/mortgage and the clothes you wear to a match too! What about mobile phone contract costs as you have that in your pocket at a match also.
True.
It doesn't have to be just costs while you're AT a match, though.
If they are counting pies at the match, and also counting the Sky TV subscription, then it is only logical to also include the cost of your evening meal sat at home watching any televised games. And your heating. And a bit of wear on your sofa, perhaps.