I do wonder if this is another vehicle for DC to invest more money into the club. Expectations of 20,000 sales are ridiculous, from 'normal' fans anyway...
With the lack of any clear value to anyone who signs up to this, I suspect it isn't supposed to really attract too many people.
I think more likely that 1-2k might sign up who can afford it and want to help the club as much as they can, but this would only inject a few million, which in the grand scheme of things, wouldn't make a significant difference to the revenues. However, it doesn't appear that there would be anything to stop DC buying a few thousand himself...
Would help circumnavigate the FFP limitations. Just a thought.