The idea that this will 'help people get on to the away criteria ladder' is inherently flawed, because I'd suggest the people who currently go to away games always go to home cup games anyway. So they'll get an away credit for home cup attendance, as will people who don't go aways and are struggling to get on the away criteria ladder.
Nobody's going to catch up on anyone. If they're still going to sell tickets to those with ST+8, then ST+6, then ST+4 and so on, the same people will be going to aways. All that will happen is that the criteria will be upped a notch, so instead of, say, Bournemouth away starting on ST+6, it will probably start on ST+8.
Again, the whole thing is a thinly disguised ploy to try to get more people through the Goodison turnstiles for unglamorous home Cup games.
The idea of 'incentives' in itself isn't a bad idea, the way they're doing it and dressing it up is total b.s. though, as it won't really change anything in terms of away ticket availability.
Said it before, what they should be doing is lowering ticket prices to £10 and £5 for cup games, especially in the early rounds. Something like that could get attendances over the 30,000 mark and create some good will.