With paid softwares and services, it’s always the lifetime of the product’s profitability.

Yeah Lifetime Passes are unsustainable for a service. The only reason they exist is to attract some early adopters, keep them and if lucky enough have them bring more customers.

The only viable path forward is to discontinue the purchase of new lifetime licenses, or make them exponentially expensive.

They’re stuck being priced-out of the game with the rising price of hardware caused by AI data-centers.

And to the surprise of no one, those with a vested interest in building and maintaining those data-centers are trying to make cloud-gaming a thing (Amazon Luna, GeForce Now).

You won’t own your AAA games any more, and they’ll make them cloud-exclusive to stomp piracy and game resales.