Most people have a decent mobile phone now, surely it wouldn't be too hard to do a mass txt message to all season ticket holders, asking a simple question a week before:
Reply y if you are going to the match
Reply n if you aren't going to the match
If n, the seat for season ticket is offered for sale by club, and the season ticket holder gets a proportion of it's resale value back, if the ticket is sold.
Surely Win-win ?
Season ticket holder isn't 'wasting as much money' and has possibility of getting some back. NonST holders have better chance of ticket. Club gets more money and fuller ground.
If club don't get a reply, then nothing happens.
If muppet replys with n, and still turns up, gets stoppped at gate, then season ticket revoked as they are muppet causing queues