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IIRC they advertised themselves as "pay once, use forever" in their marketing. So why shouldn't they uphold that?

An advertisement is not a contract, unfortunately. If we're going to talk legal, we need to talk in legalese.

They are (or were, at the time they had that slogan) an Australian company. I am an Australian citizen. Under Australian Consumer Law, an advertisement is absolutely legally binding.

https://www.accc.gov.au/consumers/advertising-and-promotions...

So if an Australian ad tells something is "the best" or something similar and you can prove it isn't, you can get your money back?

The link I shared makes it quite clear that "puffery" that nobody is reasonably expected to take literally does not count.

Being told that the app you paid for would be a one-time payment, and then having the service deliberately degraded to try and force you into a subscription model, is clearly not puffery.

Usually subjective opinion isn't binding (though I'm sure there are exceptions to this across jurisdictions)

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