People don't look at the history of the company or the owners when they sign up; if I sign up for a 'one time pay, forever' plan, I need to to know this company, or, if it's new, the owners, have a history of delivering on promises in the past. If I sign up with a company that has delivered something for the past 15 years reliably and now add a forever plan, I can assume with some certainty it will continue. If it's startup of 1 month old with some owners without track record, I can assume they won't honour this deal when things go either really well or really badly. But I guess most people just buy stuff like this on a whim and then complain it doesn't work out.