Renewal or new install

Does anyone have a rational explanation as to why my renewal (due shortly) of £49.99 is different to a new purchase for £34.99?

I can't think of one ...

If a product is on special on the front web page, surely it should be the same cost on the renewal.  It took me a fair amount of time to find the cost of renewal - Symantec don't make it easy to find and compare. 

Also, what about 'brand loyalty'?  Maybe I should go to Kaspersky or ESET ... Symantec don't seem to appreciate customer loyalty (in fairness, very few firms do nowadays) and I'm left wondering how many other users are overpaying by £15 on 'automatic renewal' (got caught on that before ... it's turned off).

I could also read a lot into the 'need a solution' (no - I need an explanation why there's a cost difference) and no 'renewal' label.  That's probably my paranoia ..

Anyone from Symantec want to comment?