FFXIV ARR Digitial upgrade

Hopefully someone at SE will read this.

Anyway, considering the expansion is 8 weeks away, why can't SE lower the digital upgrade cost from $19.99 USD to say 50% off?

I think I have only ever seen this on sale once in the first year of it's release and I can't even remember at how much. I did not purchase it back then because I couldn't, but I was always hopeful it would go on sale again, especially by now.
I just wanted the fat chocobo and coeurl mounts. :)
They kinda will become obsolete in the expansion since everyone will want a flying mount, so even 75% off would be nice. :)

Anyway, just a thought for you guys at SE.