The fairest way to offer "lifetime" or "unlimited" plans is to include a simple warranty:
"If we ever cancel this plan, we will refund your money in full."
"If we ever cancel this plan, we will refund your money in full."
or time-bound it, so everyone's clear - if I know I'm buying a 10 year plan, that's fine. I know I'm getting value for money, and the service provider knows they have a finite projected cost.
If their cost to provide the service is below the market cost of loaning them money, the difference is their margin. They simply need to price the "lifetime service" appropriately such that there's a market demand for it. If the price the market will pay is too little relative to their cost to provide the service, then they don't have a viable "lifetime offering."