Dear MalwareBytes, I think your decision to abandon the Lifetime Licensing model is a bad one. My opinion is from the perspective of a computer repair store manager. We are not a huge company, but we're not the typical "ma and pa" shop. We have 20 employees, and we currently sell about 50 copies of MalwareBytes Pro per month. We just started selling the product, so I know we could sell about 100 per month. I understand your reasoning behind the move. Develop software and supporting it cost money. The lifetime licensing was the one thing that REALLY set your product apart from the competition though. The number one reason we are able to sell your product so effectively to our customers is the fact that it's a lifetime license. They never have to deal with subscriptions or renewals. Trust me, people hate that stuff. Customers don't maintain their computers. Nearly half of our computers that we service come in with an expired protection software. Subscriptions just don't work, and it's going to make your product appear inferior. To the customer, it won't be their fault when they get a virus, it will be the fault of the product they were expecting to protect them. You guys make an outstanding product. Its effectiveness is bar none, but going forward with the pains of subscription model services is not something I look forward to. I would rather you doubled the price of the product than went to a subscription model. If you consider the cost of the product is going to be the same per year as it was for lifetime service, if I only count 10 years of use, that's a 10X price hike. Please, for your benefit as well as your customers, you should keep your Lifetime Licensing model. At least make it an option, so have a SKU for a yearly subscription at $14.99/year, and a SKU for a lifetime license for $49.99.