The price is cheaper for people who only go to occasional matches (like me), but if it had been a lower league team it would probably have been lower still.
I don't think the loyalty points matter - it wouldn't affect whether I go or not, but it is nice to get to sit in solid West Stand Lower season ticket seats for once, rather than the edge/dreg seats you end up with when you buy tickets on spec for a league match.
Football for me is cheering the team on in a good atmosphere, so whether the reserves/second team are playing or not isn't that important to me. But promoting the match and getting the fans sitting together would have been better.
No problem with fans choosing to give this, or any other, game a miss, but £25 for a game against a fellow top division team with transport included isn't excessive by today's standards, so unfair to blame the club for non attendees. Shame if the crowd is low, but we can't force people to attend...