Smart move I think. It's not ati they are available for free...
100£ for a 'fanshare' which doesn't have the full rights as the full share.
If only they did this some years back, sample this:
In 1983, Arsenal was valued at just £1.825m (0.003% of its current price)
There are 62000 shares in total.
Share price 1983 ~ 30£
Share price 2010 ~ 10000£