Mygers, as far as I was led to understand it at the outset, was a loyalty scheme which was meant to assist in ticket allocation and designed to ensure that those who attended most frequently were given priority which seems fair to me.
Although I previously went everywhere to follow the club now, for a variety of reasons, I very seldom attend away matches and, as such, I will never be a gold member which I am fine with - people who go more frequently than me being higher up the pecking order when it comes to allocating away tickets and finals/semi finals is the way it should be.
People who seldom go being higher up the pecking order for those tickets simply because they spend a sh1tload on merchandise seems wrong - those that go most frequently deserve to be at the head of the queue for tickets.
Merchandise bought, in my opinion, should not be a factor.
The club shop, however, could have a separate free membership scheme/loyalty card (as most stores have) where purchases made earn points that ultimately entitle the member to discounts on future purchases.