I would say the biggest reason for people not renewing is a simple one - because the football is crap. I don't mean just now, I mean at any time. If the football is poor, and hard to watch, people don't bother. Okay, people also tend to drop out when we get relegated, but that's usually because...you guessed it...the football is crap. Some people quit on a principal (like the red shirts), but not that many, I'd say. Nope, if you want to lose your fans, play crap football. And here we are.