Yes, indeed, there will always be natural wastage for a variety of reasons.
But remember, one of Bill's earliest comments on taking over the club was that our pricing was "terrible". His point was that we are selling tickets far too cheaply.
Now, if his research shows that we have a disproportionately high number of "legacy" supporters, (OAPs on concessionary ticket deals, low stadium & merch spend, etc) then presumably he will do what he can to ease these folks out in favour of a younger, higher spending demographic.
The points scheme overhaul was surely one such initiative. I'm sure there will be more.