$$$ Auto Renew 3.0/3.8 vs new purchase of 4.0?

I just got the notice for renewal and in my case auto renewal for my 3.0, now 3.8 something for $69.95.  I see version 4.0/4.2 is now available from Norton site at $40.00.  WHY is Symantec charging me, a loyal returning customer, this outrageous renewal charge when I can get from them, none-the-less, a later version for a lot less money???  This is quite irritating to discover this overcharging.  Renewals should get special treatment and special rates.  Otherwise, I understand why so many post on forums that they are discontinuing the use of Norton products for something else.