I agree with Matt - the discount can only come out of PG Music profits. It's only been an issue for the past 18 months due to VAT rule changes in the EU and UK. We all used to pay the US Dollar price with no additions.
The discount code is a personal commitment from the PG of PG Music - Peter Gannon. Can't see many tech company owners showing that level of loyalty and concern for their customers. My code arrived this morning and I'll definitely be upgrading.
So thank you Peter, its reassuring that you are so hands-on. And it's also good that through live chat and these forums we get to know the team behind the software - Andrew, Simon, Chantelle and Ember to name just recent forum posters.