Problem is it's toxic. A bit like selling timeshares in Chernobyl.
Gotta give the commercial people something to work with.
Does also go back to this point on little access to matchday and non-matchday revenues.
It isn't just commercial people though.
If it is already toxic they should be going out of their way to make things a bit better. Keep using the season ticket mess as an example, somebody gets an email or call saying to go to the ticket office to pick it up. If they get there and they have a little freebie and a smile to say sorry for the inconvenience then they are going to generally not be as pissed off. They could have made a mini event out of it and said "everybody waiting, come down between 4 and 8 for a surprise" and have a player there signing stuff.
That way people don't go home, go onto social media while things are already toxic as it then winds other people up and then it goes like a wave.
For example, look at when Juggy for a handwritten receipt. There was absolute outrage by so many people. If he had gone home and said "they had a player down there to meet us, gave me a cup of tea and a biscuit and a free ccfc badge or usb stick (something from china for less than a quid)" it would have been a completely different outcome.
That would have been 50 - 100 angry tweets gone, those 50 - 100 would be 400 - 500 likes and retweets, it would have stirred up and brewed.