All I heard was discussion of amenity space to charge more for 'stratified' fan experiences--no new seating. I think that means the space under the horseshoe gets partially enclosed for a club of some sort with glass to see the field. Maybe that is some seating, but mostly, in my opinion, a kind of upscale beer garden. He also mentioned the endzone patios that are between the towers and the NEZ. I think they develop another club experience there.
The 'biggest video board' thing is also to enhance the in stadium experience. By the way it is getting kind of cringy how they are promoting it. I see future ridicule about it from opposing fan bases.
I kind of get the no new seating thing, given our ticket prices are some of the lowest, if not the lowest in the Big Ten.
So, I think the 30,000 foot view is to make the entire stadium experience better, louder, fuller with incremental changes. Then sell out consistently to be able to raise ticket prices. Then when/if the demand is high enough start scraping and building more capacity. If he said 10 years, that probably means 15 to 20.