What is the "Huge Loyalty Discount"?

I plugged in my trusty Tom Tom for an update today, and got a message that my unit was too old to update. I get that. Then it said I had a HUGE "Loyalty" discount on a 6" new model. 30% it said! I followed the link. 20% off it said. I looked up the price on Amazon - same everyday price for anybody. So why is this called a Huge Loyalty Discount?
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