Richer Sounds specialise in obsolete and grey import goods (not that there is anything wrong in that). It means they can trade extremely cheaply as manufacturers are more than keen to remove this stock.
Like so many people, the majority of purchasers will not read the small print on the extended warranty (which is why the notorious DSG extended warranties are such poor value) and are thus unaware of this generous offer or, after three years, have forgotten about it.
Try and get your 50% off at one day after the three years are up!
You did well, but Julian Richer does better - why do you think his name is what it is? Don't have any feelings of guilt!!