What season card holders need is a simple way of informing the club that they won't be attending, so enabling the seat to be offered out, for a reduced fee, but with most of the proceeds being credited to the season card holder.Of course we don't have the same fan base as bayern(not yet anyway) but my main point is we have to try and discourage season card purchases if the person involved is going to leave a empty seat on a regular basis.
If someone can only manage some games then the club have to make it more attractive to buy tickets for individual matches which would involve a serious rethink on match day prices.This is highly unlikely I know but as many have pointed out on here the effect on club finances would not be as great as some think,and might enhance the owners reputation on many outside the club.
The other negative of lower ticket prices that would turn out to be positive is when the second stage expansion happens and we get more people at games the extra spend on food ,drinks and merchandise would more than offset any drop in revenue.
This is a win situation for the season card holder who may not be able to manage most games (me for instance) but win win for club who will have seat filled by someone who may well spend some additional funds in the shop or food outlets.
You can't criticise non attenders for having a season card, life crops up from time to time.