Here: http://www.liverpoolfc.tv/news/latest-news/carling-cup-final-update Why not just do first come first serve?
yup, like the simpsons... you queue up second in line and the guy in fonrt buys 5000 tickets... oops. its a reward to guys who go all the time and sign up and pay the club for memebrship thus paying for wages and such.
But what if your the only person you know who gets a ticket. Its a long way to go alone. At least for the festival ticket ballots you get a ticket for a friend. Or at least on the one I did.