Norton Auto Renewal Service

I just received notice that my Norton antivirus Subscription was renewed automatically .. which normally I'd say .. Great! ..but then I saw what I was charged .. $97.77. 

 

On the cover page for Norton products here on the web .. there is an advertisement offering Norton Antivirus for $34.99.  Why the difference in price? Am I paying $63 for someone to automatically charge my credit card.  This does not sound like the way to treat your repeat customers .. I would think that repeat customers might receive a discount .. not pay MORE .. what's up with this??