BINGO. You are right 12.
shen -
It's all about selling a dream... a dream that you're a part of the "Whichever Gracie Team". People will pay a LOT of money to just believe. They will do anything to have that marquee patch on their back. There is a lot of perceived value to the affiliates. The smart Professors know this and charge money all year long to show up and teach just twice a year! But people don't really care, they're just SO proud to be associated with "Professor _______" and the "Whichever Gracie Team".
Now, I DO understand the inherent appeal, the hero worship, etc. --I get it. Fact is, some of these professors can be really charming, WHILE they are fleecing you. You in turn get to brag that this famous guy is YOUR own teacher ("I see him EVERY year bro, --he totally knows my name!"), when in truth you're paying him money each month while you teach yourself Jiu Jitsu mostly from DVDs, books, Youtube, etc.
some truth to this