Why are renewal fees so high ?

My Norton has informed me that my anti virus is ready for renewing.

So  I followed the links and it comes up with a price of £44 for 3 devices.

This is about twice what I paid last year and seems a bit steep and cheeky.

I had a look on Amazon and it was £25 for 5 devices !

You might have thought Norton would appreciate peoples loyalty to them but it seems they don't they just want to over charge you !

Rant over.