You reckon they took data from the end of 2016 and just used that to make their decisions? I'd be guessing that they formulated a variety of plans based on varying success rates.
At the end of the day, the fact you've been a member for x amount of years has never earnt you the right to a better seat. I get that people are annoyed but change is required. We now have incredible demand for premium memberships, the club would be mad to not raise prices.
I don't think I'm entitled. I'm grateful that I had the same seat since the stand was built. I have not asked for better seating, rather, we have lost the reserve seat. I'm happy for change - and welcome new members. But why must we move to accommodate them ? Why can't they sit in other designated areas ?