You buy a season ticket it is for your use, if sometimes you can't make it then the club turn a blind eye to letting a friend or relative use it. Now if you can't go or don't want to go anymore for whatever reason then the club will not allow you to give it to someone else to have on a permanent...
If you read the complete article about season tickets and not being able to pass them on via a name change unless you bought the seat licence with the season ticket it smacks of a 'season ticket licence' sales campaign the MINUTE we go UP