Sorry. To answer [MENTION=687]Carrot Cruncher[/MENTION]'s question properly, you can transfer and you can upgrade up six times still "Any such upgrades can be processed no more than six times per season ticket holder per season and will be charged at the price of the match ticket minus the pro-rata value of the season ticket, rounded up to the nearest £.".
The new costing is as you say. It's costly but not utterly unreasonable. However, I do think they should drop the six upgrade cap if they're removing the favourable pricing.
Excellent point.......only reason for upgrading would be to secure a particular seat if no cost saving