I can't understand why you would use an emotive phrase like "milk the fans of their money". Nobody is compelled to go to a football match, the prices are set and it is up to the public to determine whether the price is a fair exchange for the entertainment on offer. The board and senior management have a responsibility to maximise revenue at any opportunity and if that means taking advantage of the fact that OF games have a considerably bigger appeal than the other 15 or so, they should not be criticised for it.
Also the downturn in attendances and season tickets is likely to be largely down to the dreaded Credit Crunch. When money is tight, football is surely one of the first things that most are going to have to sacrifice (especially for families). Maybe we should lobby Gordon Brown - forget this energy efficiency rubbish, give the people what they want, free season tickets for your local club!
An extra ?4 per ticket is a bit OTT, bearing in mind this game is in the middle of the school holidays and live on tele with an early kick off. I don't think this will be a sell out game. An average family would have to find an extra ?16 just to get through the gate. If I didn't have a season ticket I would be staying home to watch it on the tele.