Seems like you do get a discount if you're an existing customer after all : r/PlayStationPlus

Sony Gift Card $25

PlayStation Plus vs. Xbox Game Pass: The Biggest Differences Between the Subscription Services

Headsup, Sony is definitely advertising that the PS+ discount is not for existing subscribers at least in the US. So the discount should be for new or returning subscribers. This is from

$70 PlayStation Plus – Wallet Funds [Digital Code] : Everything Else

My PS Plus subscription ended, Sony sent me a 25% discount.

PlayStation®Plus Hundreds of games to download and play, PlayStation classics, game trials and more

Confirmation that PlayStation marketing is A B testing the PlayStation plus discount offers. : r/PlayStationPlus

How To Fix Error You Do Not Have Playstation Plus For Call of Duty / Fortnite

PlayStation Plus 12 Month Subscription $59.99 Gift Card

PS Plus Extra and Premium are getting 15 new games in July - Meristation