Wasn't there a club last season who had 'fluid pricing', in that they used an algorithm to set prices according to historical demand, based on the gates generated in previous games ???
Perhaps they could have bought ticketing software which didn't involve paying a fee to use it? This is 2013 after all, and I'm sure this option is available out there, what with the way commerce works ???
I take it the £1.50 phone and in-person booking fees per ticket are to de-incentivise this method of getting tickets, as 'most' people will go for the £1 per ticket online option, rather than phone up, or traipse all the way to the Amex ???