Ticketek blame the NRL, and the NRL blame ticketek for any issues and while the system operates this way it is there to be taken advantage of.
I received calls from ticketek (on behalf of the NRL) in 2007 asking why / how I purchased tickets coz I was a little shonky and took advantage of their stupid system, but it was cleared up very simply and they allowed me to keep them.
To put it simply, selling the tickets in July is half the problem - yesterday they only sold 12,000 tickets and they are happy that it broke a record - lol.
Come October, and 30% of the 12,000 people that own tickets, won't attend and have their tickets on ebay or sold / given to family and friends.
Sell them once the teams make it. (I have a system, that would be a benefit to the NRL and the clubs in more ways then one, but I will start a thread on it at a later date).