I didn't notice this a couple of weeks ago when Disney raised the admission prices, but it must have been rolled out then. Apparently the non-expiration option no longer is a flat $35 added to whatever Magic Your Way plan you set up.
Now it's an added charge that varies based on how long you're staying. And it's EXPENSIVE in the extreme. The ten-day ticket price goes from $216 to $371 when you click to add the no-expiration option. That's not $35 any more; more like $155!