We are not 'consumers RATHER than fans' at all.
We ARE consumers of the club's product(s).
We ARE customer's of the business.
We ARE fans / supporters of the team / club.
None of these things are exclusive of the others, and a well run club will consider our needs / wants, as each of them.
And yet he is still paid less than the average wage for our first team squad players. (His last announced salary was £2.5m, average first team salary is £60k/wk)
So, despite his worth to the ongoing success of the club, he picks up less (probably) than the likes of Moder, Lamptey, and Webster...
The deputy chairman thing is important too. No Nation-state owned club is giving him that.
And the shares that come with it, presumably mean that it would be against the rules for him to be involved at another PL club anyway (without giving those up).