Purchase Cubase 9 Pro

Are there no direct purchase of Cubase 9 pro. All I see is upgrade/update from 7 & 8. For those who do not have previous versions. What’s the option?

Not discounted ones - only regular price.
This is a campaign for existing customers you see all over the place.

Look at crossgrades if you have a elegiable daw before.
https://www.steinberg.net/en/shop/buy_product/product/cubase-pro-9.html