Unloyalty

About 2 days ago I opened my laptop to check whether or not I could get FC25, and then I saw the option allowing me to get a loyalty discount of 70% off. I was unable to purchase the game at the time, but when I returned today, I found the discount is now no longer available. Is this really something that should happen considering it's a discount for the fact I owned recent editions of FC and it barely lasted half a week, which is rather short for discounts? Maybe the loyalty edition has been on sale for a while anyway, and I just found out a few days ago. I am not really sure. Would appreciate it if someone could help explain.