I think what the writer is trying to say is that the musical is leaving money on the table by not charging the market rate. The wording make it sound like it's the scalpers' fault, but they've helped to reveal the price buyers value the tickets. So, they could up their premiums.

"It’s become such a problem that the show’s producers are considering almost doubling premium-priced "Hamilton” tickets to $995 to keep more of the profit for themselves, according to the New York Post."