I agree that there is *probably* some liability issue somewhere in here that needs to be considered, but the U still sells alcohol regardless.....Does lowering the price point open themselves up to some other liability that isn't already accounted for? Heck in my mind its them operating more along the lines of a non-profit university as they wouldn't be selling products for a large mark-up. Public institution or not, the "professional" sports teams apparently have the liability angle figured out. I would be hard pressed to believe that any of these deaths on campus came directly as a result of students ONLY drinking beer. There is no reason the staff cannot cutoff students who are visibly intoxicated, just like any other establishment does.
I think it does go towards solving the long term issues. When I think of Rubber Ducks games I think of cheap fun. When students think of football games, it would go a long way towards thinking of it as cheap fun.