What I expect them to do is set a price for each area and stick to it, whether it's Sunderland or Spurs. Instead they adopt this ludicrous policy of pricing matches individually based on what they think demand is going to be months ahead. So you end up paying £42, £46, £52, £58 or any other amount they can think of. The problem is that they then can't adjust prices if demand is low.
No way was that game sold out. They might not have been selling tickets but it wasn't in any sense sold out. They've give away huge numbers of tickets to get rid of them after their speculative and stupid decision to charge £58. This is a club that prioritises trying to squeeze every last penny out of match-goers via some sort of revenue optimisation model rather than giving up some revenue and really filling the ground.
I completely agree on your first paragraph, and why we are selling tickets in August for games in May, I have no idea..... oh yes I do, expectations, they know we expect to be challenging, so can charge silly prices early doors. On that I'm totally in agreement, the club take the piss. However, my ticket this season has been £20 per game, and that's brilliant, and it was my choice to move where I am, and I benefited from a better view, and a better atmosphere, and sit with mates too, so for me its currently a bargain compared to 3 years ago. I can't fault the club for allowing me that opportunity.
Not sure about not selling out the 6000 or so match day tickets today, I expect they sold out quite early due to the 'expectation' factor, last home game is always popular, but I do think that a lot of season card tickets were put on the ticket exchange for today's game, judging from around where I sit, many regulars (season cards obviously) weren't there, replaced by people who I didn't recognise.
Its a strange situation, because last week against Palace, the away section in SS3 was pretty well full of blues, and they couldn't have gone on sale till relatively late, yet there were plenty of empty seats amongst the regulars again.
Ultimately, I couldn't give a shit if there are empty seats, or people leave early/arrive late, so long as I'm there (which I might well not be on Tuesday, I haven't decided if I can be bothered making a 13 hour round trip or not), people pay their money and have a right to choose what they do.