It means the price the ticket has printed on it, which for the 2010 season is $70.
It does not mean that price plus the "donation" you had to make to get it or the amount some scalper charged you or any transaction fees or anything else. Shipping charges can be included, but that's it.
Violation of this rule will result in site ban.
We recognize that some games are more valuable than others, and people may be looking to trade more tickets of a less-valuable game for fewer tickets of a more-valuable game. We're fine with people doing this on the board, provided the trade is reasonable.
Update: It's been brought to our attention that ND clubs are given access to tickets and allowed to sell them above face value as a fundraising effort. To facilitate this, club representatives are allowed to ask for above-face sales. This is the only group allowed to sell above face value here -- anyone else is still subject to the above rules.