Am I a valued customer or just a sheep to be shorn?

My Norton subscription has only just been renewed and I notice the price has increased by more than the inflation rate - again !!

I have commented on Norton's customer surveys that it would be nice to have a "one stop" trusted support provider to maintain the health of my machines and it does look as if they are widening their range of services.  However, I notice that the cost of upgrading my 2 week old subscription is greater than the cost of renewal ???  Whatever happened to the benefits of customer loyalty ??