I dunno, ticket availability helps habit I reckon. Right now unless you're a season ticket holder you've got no chance of going, and so you build your life around that. I'm sure there's thousands of lapsed STHs that would still be occasional match-goers if there was frequent availability for them to sit together etc. Similarly for those that have never had a season ticket previously, quality premier league football would certainly drive occasional match goers. If we had a 50k stadium we'd fill it 4 or 5 times a year, and would average over 40k. Having 10-15 thousand tickets available to match-by-match fans to would in someways be an easier sell than your example of struggling to give your ticket away. You could offer me a ticket for Liverpool tomorrow and I'd turn it down because life, but if me and two mates could buy a ticket for Burnley or whatever in 3 saturdays' time, I'd be able to factor that in 4-5 times a year, and doubtless similar situations for thousands of others