The lifetime subscription was a way for Roon to generate some [much needed] cash flow during their high burn-rate period. It cost them about 32% equivalent interest rate, pretty high for an all-but-temporary situation.
Now, it seems, Roon has shored up its cash flow needs (most likely through increased annual subscriptions) and no longer needs the expensive funds.
Danny has been quite generous on the few edge cases out there. For those that didn’t move quickly enough, the offer has simply changed and no advance warning was required or prudent.