I'm surprised some people ARE annoyed by this. It's £20!
For the odd game that I can't go, I will transfer my seat to one of my lads who are both Albion+ members anyway as they will buy ad hoc tickets for home games when they are able.
If the 'fan' you'd like to pass your ticket to can't be bothered to pay the £28 (or just £25 if they set it up as an annual Direct Debit) - they're not much of a fan!
Great for you and your kids, for others who don’t have that option the seats will go empty.