Fair enough, I agree with the second point, prices are too high due to players salaries.
But the club has some great offers on - £15 for members in the South Stand and Dolman wings for Sunderland and Huddersfield for instance (I paid that for a ticket for the Bournemouth friendly). You get the cost of membership covered in those two games. The first 4 games works out at £85 for members or an average of £21.25 per game.
If they have a few offers like that every now and again during the season, it will go a long way towards making tickets a bit more affordable.
As for away supporters, they have to pay the POTD prices and its the same for us going away. If the club is going to discount tickets, then I'd prefer those discounts to go to our own supporters - which is exactly what they are doing.