Suspect that as ever there will be a variety of reasons - people away (especially as half term), people having to work on occasions, illness (sometimes long term), even death possibly (of the fan or a family member), family commitments, travel issues (train strikes for example although not today of course) etc. And some people will buy season cards knowing that, even if they miss, say, 8 games, they are still only playing £25 a match in the SS. However I don’t see that as a reason for the club to penalise all fans by putting the prices up. You pays your money and you are entitled to your choice.