Convenience/Team Support - You either think it is a pain in the a$$ (which it is) to buy individual game tickets via secondary markets even though you would be saving a ton of money or you just like the fact you are supporting the local team and have no hassle same seats for each game.
Being able to buy tickets below full season tix holder pricing on the secondary market is completely different than having the team itself sell tickets below full season holder per game prices. A team can get away with running some big deals on a few games per year that will likely not be well attended anyway. But to effectively sell lower bowl seats for almost 20 regular season game at well below full season holder per game prices (and WAY WAY below partial plan holder prices)? That's not a particularly smart thing to do. They might get away with that this one season under the guise of trying to to drum up interest with a new owner in place. They are really pushing their luck doing that again for as many games next season.
If they want to pull crap like that and not piss off full season ticket holders its not that complicated to fix. For full season tix members, credit our account the difference between the full season tix per game price and the box office sale price that undercut that.
So they offered what, about 14 Games last year for $40 a ticket anywhere in the lower bowl? My LL North full season tix are $51 a game. Credit my account 14 games x $11 a seat x 2 seats = $308 and you just made me whole. Someone with full season tix in Section 119 ($119 per game) with 2 seats? Credit their account 14 games x $79 a seat x 2 seats = $2,212. You just made them whole as well.
Its not very complicated and that 'protects' full season ticket member value. In fact it would enhance it as you don't have to worry about 'should I have just taken advantage of all of the discounts all season instead?' Offer that benefit only to full season ticket members, only as an end of the year credit and ONLY toward a full season ticket renewal. You want to give a full season ticket member real value? Effectively guarantee their per game price is the lowest the team will sell a ticket in their section for and give them a future full season ticket credit for the difference when its not. Is that really too much to ask? I think you will eliminate the whole 'undercutting' argument AND possibly sell even more full season tickets by offering that 'price protection'.
With that in place, then you can run all the discounts that the organization feels are necessary without having to worry about devaluing full season ticket holders. Win for the full season tix members, win for all of the fans who elect to take advantage of big discounts when they are available, win for the franchise because now everyone is happy and the lower bowl is full (yeah, ok, they don't make as much money, but WINNING, is how that gets fixed, not by big discounts and undercutting season tix members).