Although I don't like the idea of paying half a dozen companies monthly/yearly fees (Myfitnesspal, Evernote, BearApp, 1Password and several others), I am convinced that selling a lifetime license is not a sustainable business model for software companies. So I do pay them. And I am fine with that.

One of the alternative business models is ads and paying with my user data, and I neither like ads, nor do I want to pay with my data.