Discovery - Missed deadline, no recourse

I wanted to upgrade my 2020 plan and contacted Discovery on the 13th January to request this. I was advised quite bluntly that the cut off date to do this was 31st December 2019 and nothing could be done about it, and that I would have to wait for the end of this year. I acknowledge that it is my own fault for not requesting this by the deadline, but would have thought there was something that could done to allow it, possibly a penalty of some sort. Its a real pity as I have been very happy with Discovery.