# Why is Roon still pushing lifetime? **URL:** \ **Category:** Roon Community Site\ **Created:** [February 24, 2020, 5:20pm UTC](https://community.roonlabs.com/t/why-is-roon-still-pushing-lifetime/95775 "2020-02-24T17:20:15Z")\ **Posts on this page:** 3\ **Page:** 1
**Author:** ![anon55914447](https://community.roonlabs.com/letter_avatar/anon55914447/32/5_5575768a8748004e209b776fc1b2916d.png) [@anon55914447](https://community.roonlabs.com/u/anon55914447)\ **Post date:** [February 24, 2020, 5:20pm UTC](https://community.roonlabs.com/t/why-is-roon-still-pushing-lifetime/95775/1 "2020-02-24T17:20:15Z")
I got my annual renewal notice today, and it took my thoughts back to the megathread about the [lifetime price increase](https://community.roonlabs.com/t/lifetime-price-increase-499-699/84339). I thought Danny was pretty [unequivocal](https://community.roonlabs.com/t/lifetime-price-increase-499-699/84339/147) about Roon wanting new subs to sign up on, or existing subs to stay on, annual. That was a apparently the main driver to the $200 increase. But the phrasing here suggests otherwise ![image](https://roon-community-uploads.s3.amazonaws.com/original/3X/0/7/072176ad52dff0ec05862e7a00c04e33e96b08c9.png) “Never been a better time” - Well that’s objectively false, lads 😃 “ **Upgrade** to Lifetime” What am I missing here? ---
**Author:** ![danny](https://community.roonlabs.com/user_avatar/community.roonlabs.com/danny/32/48349_2.png) [@danny](https://community.roonlabs.com/u/danny)\ **Post date:** [February 24, 2020, 5:34pm UTC](https://community.roonlabs.com/t/why-is-roon-still-pushing-lifetime/95775/3 "2020-02-24T17:34:24Z")
it’s an old email template that hasnt been updated in years… we have new marketing hires coming in soon to help update all this stuff. ---
**Author:** ![Carl](https://community.roonlabs.com/user_avatar/community.roonlabs.com/carl/32/49779_2.png) [@Carl](https://community.roonlabs.com/u/Carl)\ **Post date:** [February 28, 2020, 7:19pm UTC](https://community.roonlabs.com/t/why-is-roon-still-pushing-lifetime/95775/23 "2020-02-28T19:19:44Z")