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Renewal of subscriprion offer higher than the cost of buying a new license

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It's that time of the year to renew my CCleaner license.
Imagine my surprise when I realized the spectacular offer from Piriform Soft wasn't that spectacular when compared to what is offered to new users. In fact, if I was lazy and just followed the link offered from the offer, a one year 3 PC deal is 449 SEK (around $54 US). If I go for a new license, a one year 3 PC deal is 279 SEK (around $33 US). Whats up with that?
I usually deal with companies that value long time customers.

Cold you please at least let the renewed subscription/license cost the same as it does for new customers? 




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