I don't think it's a question of not selling out. It's season ticket holders not being arsed to turn up. I don't know another club where you see the same empty seats again and again week in, week out.
Controversial this, I know, but personally I do think if you buy a season ticket there should be some obligation to go to a minimum number of games, or you forfeit your ticket next season. Yes, we'd have to make allowances for people being ill or whatever.
I know some people say if you've paid your money, it's up to you, but we don't want an atmosphere-less stadium that's "sold out" with half the seats empty do we. I swear to god there must be thousands of ST holder who only turn up when we are playing a "big" game.