Hmm...your marketing is a little deceptive. You claim that the $79 fee is a 'lifetime' payment, but yet you have to pay $39 every year to get the latest updates. That's a rather shady way to do things IMO.
Hi! You get one year of free upgrades. Afterwards, if you need access to a new version, you can contact us for a discounted price for upgrade. We are more than happy to understand the requirements of our users and find the best solution. For example, we can offer extended licenses for multiple years. Moreover, the current promotion allows you to buy licenses at half price.