Anyone with experience with early check-in?

I was able to get an early check in this summer without issue. They did tell me before hand it would be upon availability, which is all I was asking for... Given it was peak summer I was pleasantly surprised that it was not an issue.

Fast forward to an upcoming stay in March, which I would not consider peak season. I got a very scripted email back when asking for marking the reservation for early check-in. I was offered a ridiculous price of over 200 pounds which is far higher than my nightly rate for a 10 am check-in.

I replied and pointed this out to them including that I am a globalist... just curious if this is the new norm at this hotel.