I think overall price is important, but I can't stand over the top fees. If say a ticket was $5 with a $5 service fee, its only $10 so I would pay it easily. But if a ticket was $20 with a $15 service fee, I would be kinda pissed. its still only $35 which isnt too bad but they almost doubled the price just because of fees! I try to support venues that don't try to scam customers (aka non Live Nation/Ticketmaser venues) unless a band I really want to see is playing a Live Nation venue. I know fees are necessary at times to maintain venues and stuff, but I don't want to pay a major fee so a company can make a ton of money off me.
10/11 Tom and Boot Boys
10/21 Dead Congregation