Well, they have in the past year or so done the same here in the US. Back then it was the Brits that were griping about it. So I guess turnabout is fair play.
I was able to trial test F-Secure Internet Security, which is highly rated at AV-Comparatives among the top three, for six months prior to my decision to purchase it. Then I got a great introductory price plus a 20% discount on top of that, making my final cost for a year subscription of $29.95!!