In Naughty Dog's July Q&A session, they informed Fortune Hunters' Club Members that their discounts were coming to an end. The FHC touted discounts for future multiplayer map-packs, offering players 45% off each pack.
On the Naughty Dog forums, user Trick_2092 asked if more DLC was on the way and if FHC members would see a discount. A Naughty Dog moderator responded: "More DLC is coming but it’s not map packs. The FHC program is over so there will be no discount. However, all upcoming DLC is reasonably priced and will grant some very cool things that customize your character."
This might incite some anger in those who joined the FHC, but if you read the fine print, you'd know this was all part of the grand plan. From PlayStation's official blog: "The Fortune Hunters’ Club DLC program entitles you to the first four multiplayer map packs and the first three multiplayer skin packs for UNCHARTED 3: Drake’s Deception with the first DLC release coming in November."
It's a surprise to some members, but Sony outlined the deal early on and it seems like they are sticking to their guns.