The club can't evaluate every single request for a ticket on a case by case basis, though. When there are less tickets than there are fans, there isn't a fair approach. It's impossible to please everyone, and a few deserving cases will always be disappointed.
Season tickets, however, at every club in the country (and probably the world) are sold on the basis that the holder is granted access to every home game. That's one of the selling points, and they are always advertised that way. You can argue if it's fair or not, but it's certainly clear.