The East Stand holds 3128, or which Leann states 1328 are season ticket holders. This leaves exactly 1800 seats to be filled by paying punters. Only 411 paid the £20 to get in so, in theory, if Motherwell charged £10, they would make the same money in gate receipts if 822 folk turned up. Would you get the extra? I think you would. Obviously that theory is far too simplistic without taking into account concessions, extra policing and suchlike, but any losses on that front would be made up by programmes, kiosk, club shop, etc.
In my opinion, any game live on TV, and any friendly, should be priced at £10 as a matter of course for the East Stand, avoiding the loophole of having to charge South Stand and Cooper Stand fans the same. I also think that 'Well fans could stomach Old Firm fans having the Cooper if they're charged twice as much as us to be there.