Norton Security 2015 Purchase

I am a little disturbed that Norton is not offering any discounts on the purchase of Norton Security 2015 for existing customers.  Since all existing customers have to buy a new subscription, because the old product line has ended with no renewals, forcing loyal existing customers to pay full price seems like a way to drive these customers to other excellent competitor products who will give a discount.  This seems like a major marketing mess-up by Symantec.  Anyone have any thoughts?