But there's no 473 Rugby Avenue as far as I can see. No 473 is on Oldfield Lane, being the house on the corner.
However the parking restriction sign is plain enough.
Looks like a lot of people incl the OP, have been chancing their arm here, or know the CEO patrol times. Except that they seem to have changed them recently hence the PCNs. Maybe somebody complained !
OP, your options are (1) cough-up the discount and put this down as an event in Life's Rich Pageant, or (2) submit representations that you were parked there for one of the two exemptions to a yellow line, viz Loading/unloading or Boarding/alighting passenger(s). You have to prove you were entitled to the exemptions, of course.
myself have been parking just like others since months.
You might also have an argument of "legitimate expectation" (of no enforcement), but this is difficult to prove.