The idea that software doesn't need maintenance (for any reasonable definition of maintenance) is ludicrous. When a new vulnerability is found, fixing it is maintenance. When the cloud providers change their setup in a way that requires updates, that's maintenance. When user growth causes scaling issues, fixing those is maintenance. When users move to a new platform that needs support, it's maintenance. Claiming that such changes are new features is marketing bullshit. From the end-user's point of view, none of those add new features, they just keep it working the way they're used to.