Thats cheeky! I just checked and they still offer a concessionary price for "receiving benefits, under 16s, students and carers" but they've dropped the pensioners price.
@fossyant 's example is exactly why I wanted something above and beyond my household insurance. I do have some legal/personal protection within the household insurance but I don't have the specialized advice and care that (I hope) having dedicated cycling insurance does. Just from a quick check of the policy the legal protection seems more geared at protecting me against legal expenses incurred in/around my home rather than