We didn't do this last year when we were bound by a sponsorship contract.
This year we aren't and we are doing it.
I would suggest it's an experiment, carried out a time when its effects are deemed likely to be largely revenue neutral, to see how it goes. Next year things may change, although we may decide to carry it through to the Prem to see what happens.
Either way, it is not a big deal and not worth getting excited over unless you need to fill some column inches.