But this is what happens with steelbooks all the time, from every retailer in every country. I get so tired of the Zavvi bashing on this forum sometimes.
Zavvi, like every retailer is going to milk steelbook sales for all they're worth. Besides, it's the distributors who decide what gets produced, Zavvi just decide if they want the exclusive or not. You can blame Warner for this if you really want to blame someone. Sure, John Wick is getting a rerelease from Warner in a 4K steelbook (like 2001 among others) but we're also getting John Wick 2 for the first time in a UK steelbook. How many times have we seen a VHS/DVD/Blu-ray/steelbook cover get redone to match the latest sequel? Don't even think about book covers. You get the first 10 Stephen King novels with one design, then the first 15 with another, then the first 20 with another, so on and so forth.
No one's forcing you to upgrade or buy every version ever. It's your choice what you do.
Would you accuse BMW or Ford or Citroen for bringing out a newer model of car a year after you bought yours of giving you the middle finger?