Mmh, that does look strange. Maybe it’s a time limited offer to upgrade from LE to Elements. I see here EUR 17,50 going from LE7 to Elements 10 and EUR 34,99 from Elements 7 to 10. If you really mean 9.5 you must be looking at a shop that still offers this, Steinberg only has updates/grades to the current versions.
EDIT: I see it indeed is an offer: 50% off on Upgrades (also from Elements to Pro, BTW!)