I've got very cynical in the last couple of years.
"And out of loyalty to the Jack Army, the club has reduced the price by as much as £30** on last season’s discounted adult price. " it said on the official website.
Nah, I don't think it's anything to do with rewarding supporter "loyalty" at all- I see this as a commercial move to increase the number of early bird payments and have an improved earlier cashflow profile. They need the cash more this year than they did last year.
Yes there is a price reduction but only if you take the early bird option. If you normally hang fire until the last moment in March, then there is no change to prices for me anyway.
On a positive note, this is all very good news for supporters though -having no increase is good, as is extending the early bird period with a potential associated cost reduction from last year. But this is a commercial decision, not something generated out of the goodness of their hearts.