Mike -
I understand: they can take the boy out of the 60s, but they can't take the 60s out of the boy.
But I suppose it's not so much what "patrons" are as what they're not.
They're not "fans", which is merely a ghastly abbreviation away from "fanatics".
They're not "guests", and thus are definitionally unable to overstay their welcome.
They're not "customers", what with the tawdry profit-motive the word implies, and the messiness involved in "consuming" anything save for a crust-less sandwich wedge.
"Ticket-holders" have the nasty habit of standing on the rights and privileges conferred to them upon purchase of said ticket -- and this, of course, can't possibly be allowed.
And, despite what Jim Nantz might suggest in moments of poetic licence, they're certainly not "friends" -- a presumptuous and uncouth brand of familiarity that the founding fathers would've frowned upon, vigourously.
In short, we must let the Jimmy Roberts of the world continue to intone the word "patron" -- our only satisfaction in knowing that our grandchildren, watching the broadcasts in some 2040 version of you-tube, will snicker and roll their eyes at the conceit.