Oh my days, £37 (£39) for a standard seat to a 2nd division game, that is absolutely shocking.
I feel very sorry for those fans who couldn't commit to a season ticket but still intended going to some games. Many of those will have been priced out by this, there's no way I'd be prepared to pay those prices.
I fall into this category. I can't get an ST for work reasons but will have to cut back on the amount of games I do attend when I'm free. I simply cannot justify those prices on as regular a basis as I'd like to go to games.