MyTrueIdentity won't extend the credit monitoring period - anyone found otherwise?

A company lost my financial info and gave me--via a letter--a year's subscription to mytrueidentity. Then, a few months later, a different company lost my info and also gave me a subscription with a new letter. Calling mytrueidentity customer support, they said to use the new "unique code" for services requires that I cancel my current subscription (losing the remaining time, of course) and create a new account, entering new info, etc.

Is this typical of all credit monitoring companies? Nice business model, I guess, but lame for customers...