I just realized what the problem is. You may not be logged in. This is technically a pre-sale for members. I've been a customer of LN-CC recently and I'm still logged in to my account. When I open the link in an incognito window, there are no discounts.
Solution: register on LN-CC.
No, I am registered, but I'm in the UK. Maybe it's only available in the U.S.?