*Ticket prices for Saturday’s women’s final at the U.S. Open between Italians Flavia Pennetta and Roberta Vinci are suddenly dirt cheap compared to what could’ve been – had Serena Williams been playing for history.

Before Serena lost in three sets to Vinci on Friday, the average list price on the resale market was $1,412, with a get-in price of $271, according to a resale market tracking firm.

Immediately after the match, at 2:58 p.m. ET, the average list price fell to $1,103, with the get-in price dropping to $124, reports ESPN.com.

By 3:07 p.m. ET, the average list price had fallen to $876 and the cheapest ticket was down to $70, according to TiqIQ data.

By 3:20 p.m. ET, just 20 minutes after the match, the average list resale price was down to $680 and the get-in was $40, discounts of 50 percent and 85 percent, respectively, from the prices before the match.

Tickets are now bargain basement. You can only imagine what the ratings will be.