Excluding upgrades

I haven’t bought anything in the Black Friday sales this year, instead buying a few things I actually needed at full price before the sale period.

I am curious as to why upgrades seem to have been excluded from a few developers sales though? Surely when main products are being discounted, there’s an opportunity for your existing customers to jump ship and try something new, so why not offer them the incentive to stay with your products?

I get discounting the whole line and I also totally understand not discounting at all, but the logic behind excluding upgrades escapes me.

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