Renewal Price for NIS

I was renewing my product just now and noticed that the price was $70, but the same product (NIS 2012 for 3 PC's) is offered for $35 on the Symantec site.  Is there no way to take advantage of the lower price for a loyal customer other than to let the product run out-uninstall, and then reinstall the new one?  Please don't tell me there is a penalty for being "loyal", this is quite backwards...

 

Ken Dickinson