I'm on about new season tickets, not renewals, so that would only be a £37 discount.
I know for me it would be cheaper because I would have to pay to £2 or £3 on top of the normal price, but for advanced purchases tickets are £10, which is only £230 over the season. A season ticket would be £239, so someone who can get to the ground in advance to buy their tickets would actually lose out if they bought a season ticket.