I have to say, although the full refund could possibly have been an option but ,how many "loyal supporters" would have taken it up anyway, I have to disagree with your TV analogy. Most people spend a lot more following their club than the initial outlay on their season ticket so most will have actually saved more than their initial outlay by not going and have also had the opportunity to watch the games anyway. I personally will have probably saved in excess of £2000 minimum by not going home or away this season, ie; pub before home games and occasionally food in the ground and obviously the much higher cost of going away and all it entails, so the cost of a season ticket pales into insignificance against the money I've actually saved this season.
I certainly wouldn't dream of claiming any thing back from the club and the less who do the better for the club. They could have offered nothing, I think the 40% is actually pretty fair.
I acknowledge the 'extra spend' associated with following the team.
I probably spend more than most with fuel, hotels, 'refreshments' etc... but I was only talking about the one issue that is directly associated with the club and their offer to STHs.