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So anybody know the deal with the PS Store and targeted pricing?

During BF and CM, if I was generally browsing on the PS Store online, I'd see the sale prices, but then if I logged on to make the purchase, the prices would change or deals would completely disappear.
Like for example, God of War Ragnarok Deluxe Edition was on for $39.99, but once I logged in, it was $49.99.
Another was PS Plus. Premium and Extra both had discounts, yet after logging in, only Premium had a discount.

Considering I've been a Plus sub since 2013, this seems really strange to me. Isn't that supposed to get you better deals?
SNY's business practices are getting way out of hand if this isn't some error.



PS1   - ! - We must build a console that can alert our enemies.

PS2  - @- We must build a console that offers online living room gaming.

PS3   - #- We must build a console that’s powerful, social, costs and does everything.

PS4   - $- We must build a console that’s affordable, charges for services, and pumps out exclusives.

PRO  -%-We must build a console that's VR ready, checkerboard upscales, and sells but a fraction of the money printer.

PS5   - ^ -We must build a console that’s a generational cross product, with RT lighting, and price hiking.

PRO  -&- We must build a console that Super Res upscales and continues the cost increases.