Not read that link, but I suspect some people with a lot of cash will buy the season ticket as a kind of status symbol, and will go to the matches that get them excited (Man U, Spurs, Man City, Chelsea, Liverpool), but won't bother with the rest, because they can watch highlights on MOTD. Not really huge footy supporters, but people who like the game, and can afford to be picky. I'm sure you get this at most clubs, especially the "big" clubs.