There's a pretty reliable flow of new people aging into the dating world or entering it for the first time.
In any event, "pay a regular subscription for X years and free thereafter" is just a lifetime subscription paid in installments, not a fundamentally different business model.
It seems different. You may no longer need the service after a few mnonths.
Or decide you don't like the service, and look for another one. In either case, you pay far less than what you'd pay for lifetime service.
