They are trying to use scarcity as a driver to increase demand - basically get in now otherwise you might miss out as memberships are selling out. It is an interesting tactic as, apart from reserved seating, there is almost limitless supply.
The fact that there is little mention of how these numbers track against the same period last year (rather than speculation over the total number of memberships) suggests to me there is little credibility here
Exactly, the only ones renewing (give or take) are those with reserved seats, in all honesty if I was able to attend 10 games, had a great seat in the stand I'd renew as well.
Its however people such as me, in the past looking at the memberships as a "donation" to the cause that I think they will have an issue with.
Lets see how they are tracking in early 2016