I bought a brick, I suppose it is tangible and I can see it when I go to games but it brings me no benefit, but I was happy to do it, I would be just as happy to have a share certificate, it would go in a drawer and be of as much benefit as a brick, but I would be contributing. 
  
Some people don't like the Well Society but they may be happy directly owning a share. 
  
Some people contributed their £300 and feel that is enough, a share is something different and may inspire them to part with more money. 
  
It is just another vehicle to bring money in that may appeal to a subset of the fan base.