From that a article:
Valencia, who are majority owned by former Salford City shareholder Peter Lim, said: "We understand the concern but we believe it's more about fairness.
"It wouldn’t be fair for someone who planned ahead and bought a ticket early to pay the same as someone who waited until the last minute”
Why is it unfair - what has the fan who waited gained over the one who didn’t?
What if that fan couldn’t commit to a ticket until his/her work rota came out?
Etc etc.