Great change and about time.
The club should make the odd exception for those that really can't help it, like the post above but to magnify those and claim the change should be scrapped all together, is grasping at straws.
Let them contact the club if they are concerned, exceptions can be made on a case by case basis for those few people. To stop people abusing the exceptions, they would have to verify what they say though. Maybe there should still be a requirement to let the club know on the day, before a certain time, if they aren't going to make it(what excuse would they have not to do that?). Then a hotline set up for that purpose, so those seats can go on general sale immediately.
Most people missing games and not using the exchange aren't in that boat though and will probably not deserve an exception, lets face it.
They could put it to a vote, see what the majority of season card holders think about this change. Maybe ask if they think it's too firm or not firm enough.