Great idea. Even if this is "just marketing", it's trying appeal to different segments. What does the club have to lose?
Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.
With the STH campaign saying you can get ST's seats at only $24/game, I don't think $37 will result in a loss of revenue. And the ticket cost isn't $27 after the $10 beer, because the $10 beer only really costs the club maybe $2.
The Bombers may also want to know exactly how many people watch the game this way, because other than eyeballing the stands they probably have no real way of knowing and tracking how popular this option is. If a significant portion of fans like this, then maybe they look at facility changes/updates to accommodate. They would also be able to market the experience now. Keep in mind as well, fans that presumably show up to stand around and drink are probably high-profit margin patrons so a "loss" isn't the only way to look at it. You likely want to do something to appease that crowd and encourage others to partake.
Best comments so far, SB&G. WFC gets metrics, exposure/marketing, and -- your most salient point -- the fact these ticket buyers won't be standing around with empty cups in their hands: they'll be drinking the whole game. Each attendee will probably drop $50 easy, in addition to their ticket.
And I really like the attitude-segregation IGF offers. This furthers that. If you're young, single, rowdy, don't watch the game much, or like to drink a lot, North EZ concourse is your place. Like vocal fans who are into the game? East side upper deck between the 15-40YL's on both sides. Like golf clapping and talking all British to Strevla'? West side lower between the 40YLs. Kids and no view? South EZ. Limited income but love the game and need a view? CYL nosebleed, either side. Are you 70+? West upper C line rows 1-8. Smack talk? East side front row with Donny C

OK, so there are exceptions (there's some real loud sections on West side upper around the 30's), but there's these little pockets all around IGF with their own character (due to the STH regulars), and they are wildly different. I've been to about 35 games at IGF, and at least 30 were in different sections each time. It's a completely different game and experience depending on your seat.
I think the club should document this and play it up! Put out a STH survey asking people to describe their section. Make a multiple choice form:
1. blaring/loud/moderate/quiet
2. knowledgeable/casual
3. drunk/sober
4. watching the game / barely paying attention
5. youth / young adults / middle age / fogies
Put the results out in marketing materials. Play up the sections, "like to scream at BLM? sit in section X"; "want things quiet and headache free, sit in section Y". Or better yet, state it in negatives: "if you want quiet, avoid sections A, B, D and Z", "want to be loud? avoid sections E, F, and W."
I'm sure I'm not the only one who has had game day experiences
ruined by finding myself sitting next to fans who are the complete opposite to me, and either I irritate them, or they irritate me. A definite problem since the gregarious East-siders have converted me (grew up a West-sider) into a loud fanatic.
The last thing you want to do, is have such a ruined-game-day experience for a first-time attendee. They'll never be back.