Liverpool fan on the radio a few weeks back was saying that they have a relatively small number of season ticket holders in comparison to the actual match day attendance, because the club don't want season ticket holders. They can charge much more for day trippers. This is the way modern football is going. They don't want the likes of me anymore, that would turn up, by a programme and then piss off home afterwards without even buying a pie or a pint. They want the GA+ type fan who will be happy to spend a couple of hundred quid on the match day experience. This is modern football, so in this respect Heck is doing exactly as he has been instructed.