…which by all accounts involves a huge number of blues trying to secure a ticket from a pool of we-don’t-know-how-many.

It’s the business class upgrade, it’s the airport lounge access.

I’m also guessing that the people that is aimed for - out of towners, football tourists if you like - are more likely to spend money on overpriced beer and burgers etc inside the ground. So they’re an important revenue stream for the club.