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ticket site now says sold out

Less than twenty - just looked. Including small numbers in areas previously sold out (eg W1G), so presumably they're now releasing the last odds and sods held back for various reasons, in the light of an imminent complete sellout

Maybe they're including police, stewards, catering, back office, shop and ticket office staff, technicians... ??

I made it around 90 -- are they still drip-feeding extra seats in then?

Yes

Why should the club care how long it takes to sell out, as long as it does? If they have a choice between a) a low price and a quick sell out b) a higher price, staggered sales, and a slower sell out It makes sense to go for b) and maximise revenue from what could be a one-off event this...

But remember that many of the empty seats at league matches have been sold (although they probably won't be next season...)

But all these calculations assume the club isn't holding any back to release later. Previous experience suggests it tends to do that -- it looks as if it's close to selling out, so people rush to buy, and then lo and behold a bunch more seats appear as available on the wesbite

Yes, but they'll be releasing a load more tomorrow, as the email quoted in an earlier post clearly states, so no need to panic if you get on there at 09:00 or soon after