Yeah, even if it wasn't your intention to mislead people it's awfully strange to see the discount already changed when just a few days ago we were told that it was going to stay the same till release if not longer... I was holding off my buy because of that statement, and now you've lost it officially, deal or not, I'd rather have the have a guaranteed purchase for the full price and I bet many others will to :/

Craig, intention or not you did mislead people. Its really quite simple. One post says its going to stay 30% till release and there's no post giving a heads up about a possible price increase.

We understand some of you may feel like we mislead you but that wasn't our intention at all, we did hope to have it until launch but had to change it.

You're still getting a good deal on the game.

At that price is more cheaper buy the normal game and the seasson pass in other stores. You save 10$ aprox.

I do find it kinda suspicious, that there is a comment from a team member dated 2 days ago, feb. 13. 2016, saying that the 30% discount would last at LEAST until release - and then on the week of the open beta the price increases by 5% - I know it's "only" about 3.5 pounds increase - its more the principle of it!
I've been putting it of, until the open beta, specifically because of those many posts, promising the 30% discount at least until launch.
now i must admit i'm reconsidering buying it from here at all...

Yeah, after this "mishap" I wouldn't believe anything these guys are saying. Not their fault, of course, they're just doing their jobs. Big dick move on higher-ups' part, however.
Anyway, one positive is this whole situation made me completely rethink pre-ordering, which I strongly suggest you do as well. If the game is good, buy it at launch. It's just a gamble otherwise. And you know what they say, casino always wins.

Hi, We have adapted to the market realities. The price we offer is very good compared to other offers. I did say that I thought the 30% off would last until launch but I was wrong.