I think they would prefer you to be a loyal customer than a loss making customer.
Those two are not mutually exclusive. And "loss making" is a narrow view of a single transaction. I work in a building with very highly paid people, and, for example, had a conversation just on Friday with someone interested multi-room audio because they heard about my "system". I was going to buy my brother a subscription, as a thank-you for getting me into Meridian. I've run Roon three different ways, and got it working when Roon tech support gave up, and can help others get going.
But now I'm not a loyal "loss making" customer. Now I'm a disloyal, jaded, "profitable" customer. They rationalized that the second is better. There's plenty who disagree with me. Call me entitled. If I was entirely transactional, just ran Roon, didn't talk about it, didn't support it, sure, my reaction would be entitled. I misunderstood the relationship. So it's ok. I don't need a $499 lifetime. I'm not going to tell anyone what this software is. I'm not going to recommend it, in fact if the Friday conversation has a follow up, it'll be "F*** Roon" and left at that. I'm not going to buy my brother a sub. I'm not going to help people out when it doesn't work. It's just another faceless thing I pay $10 a month for.
And if Bluesound or any one of the big players get their [censored] together, then I'll ditch that $10 from the list of things I pay for. And that's ok, because Roon did the math. They anticipated a certain amount of negative reactions, and they've accounted for that.
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