Is it illegal to display a price perpetually while giving the impression it's a discount?

Question

Over a year ago I checked out and even purchased a license for Spine.
https://esotericsoftware.com/spine-purchase

At the time it had an offer from $99, to $69.

I didn't have plans to use it yet, but I placed the order at the time because I figured I'd catch the better price while I could.

The problem is since I bought it, it has always had that offer. Before, during, after, and still today, the pricing has statically been displayed as $99 crossed-out then $69 since before 2016.

While there is no deadline displayed for this pricing, it gives the impression to the user that it's a discount, but in reality it's an arbitrarily inflated price, struck out, with a normal price next to it.

My question is, is this form of pricing actually legally compliant?
If not, where could one report such behavior?

I believe their organization is based in Washington, United States.

If relevant, within the license terms:
In "Governing Law", that any legal actions will be handled in California, or England and Wales if one is located in the EU.

Under "Trade Control Laws" it states that it is governed by the United States and international laws.

Answer 1

In England and Wales, falsely suggesting a sale or discount price would be contrary to the Consumer Protection from Unfair Trading Regulations 2008.

https://www.hants.gov.uk/business/tradingstandards/consumeradvice/goodsandservices/pricinglaw

practices that have been widely used by businesses for many years are now deemed under the Guide as “less likely to comply” or, in other words, more likely than not to be viewed as misleading and in breach of the CPUT Regulations.

So what is now less likely to comply?

• Price establishing for 28-days within a 6-month period

• Using a reference price that applied many months (at least more than 2 months) prior to the promotion.

• Using a reference price when only a minimal amount of product actually sold at that price. There is now an expectation that a
  business will have sold a “significant number” of units at the higher price in order to make a price comparison.

https://marketinglaw.osborneclarke.com/advertising-regulation/no-more-28-day-rule-pricing-and-promotions-under-the-spotlight/