To me, this statement is a hidden confession that their growth is not good and they aren't where they need to be. One doesn't need to fix the licensing model OR regulate prices to this expensive one has a good retail, channel and distribution footprint. Just look at AVG, BullGuard, or even McAfee and Norton - subscription rates and renewal discounts are fixed, but you can renew/upgrade at any time using the cheapest possible means to get a license - retail or online. These products have a high loyalty rate for this reason. Emsisoft experimenting with pricing like this, the statement about early renewal and with their customer profile (mostly, older people) indicates that they do not have a stable or good customer base and are now going to try a variety of methods to reach out more. Ending the loyalty discount won't make sense without a retail push, so good luck for that. P. S. Region specific pricing and non time limited renewals will help.