I think City has thrown this out to gauge some sort of reaction (and I bet someone from the team responsible is reading this thread right now) ... I mean what's the pre-info a week earlier with all these loosely structured rules when the info says oh yeah the actual renewal info will come next week when you can renew from there on, and a lot of it is going to be individual to you ...
What City really want is that all unused tickets are given back to them so they can do whatever with it, be it a £75 sale directly or a £250 sale via the likes of viagogo, or a £400 packaged with an off-site dinner (that 90% of those who buy that package don't even bother with that pre-game meal) ... what City doesn't like is fans passing their ticket around for FV, or below FV. It 'diminishes' the value of their 'product' as per the data analytics and spreadsheet guys ... City wants all facebook face value pages closed, and for you to return any unused tickets to them (on their Ticket Exchange) ... you, the fan, aren't allowed to re-sell a ticket on a resale site (be it a face value page or even a for profit site), but only they should should be able to do that ... with one single aim of maximizing the revenue.
I think if City was given the option (I'm not privy to the City Matters negotiations or discussions with them) that if they could stop all sort of Ticket Transfers and if all tickets could only either be used by the named account holder OR returned to City (via exchange), they'd take that ... and if that was the option, they'd even take a season ticket holder not attending any game all season (let alone 10) as long as all those un-used games were going back to them and not passed on or sold on by the ST holder.
What we are overlooking, by focusing too much on that 10 game attendance requirement, is how they've tightened the ticket transfers ... you can't transfer as freely as before, whom you transfer to needs to be a paid up Cityzen matchday member (except the three you nominate - still to be clarified if it's three you pick at the start of the season) from your F&F list and so on ... all of that points to them wanting the transfers reduced and instead the seats be given back to them on exchange ... and yes, overall reduce the ST nos. so they have the most seats available to sell individually to begin with.