it = eliminating the lifetime
disruptive = would alter in a considerable way
cash flow = the money that comes in and leaves, often used to run the company’s operations
We don’t want to take a giant hit on our cash flow as we are trying to grow, but at the same time, we want to move out of the lifetime. What we need is to decrease demand for the lifetime, but not all at once. Increasing the cost of the lifetime solves that problem.
That’s why we are going to kill the lifetime option soon enough.