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That's the penny that dropped for me last night and made me understand where the club is coming from with this. It's the club doing analytics again but on the fans this time!

Thing is they'd have no way of knowing if I'd passed my family's season ticket cards onto friends who then got converted. There would literally be no way for the club to know that was their introduction to the Amex. Admittedly it would be rare for someone to be lent a season ticket once then...

Sounded like the club have better plans than this now as PB mentioned a covered area to shelter under. *EDIT* and then I see your post just above this.

His reasoning seemed to be every time a ticket is shared it is one less sale for the club. Given they are viewing it like that it's amazing they've extended it for another season.