why do renewing members get a raw deal?

deprived wrote:
I don't get it. Why is my membership renewal more expensive than just getting a new membership? Isn't this unfair to existing, loyal customers?

Please explain.

Like renting an apartment and getting a free month rent to move in. The next year the landlord will have the audacity to expect all 12 months to be paid.

Many deals like this for new customers. Normal and ordinary.