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I guess they could be using it to trial the early kick offs to see if 45 minutes makes a difference regarding attendance?
But once again the club isn't thinking about it's loyal fans, many of whom won't be able to attend now, in favour of making it more attractive to kids, who will be paying £1. Genius!
As a one-off, I don't have a problem with the decision. However, if the club was to permenently move kick-off times for all evening games earlier, it would make it more difficult for exiles like me. It would probably mean it wasn't worth my while having a season ticket, for instance.