I would be fine with a company I've bought a "lifetime" service contract from went bankrupt and I lost it that way. That at least makes sense to a consumer and is something they should be able to figure out from a company advertising a negative revenue product. "Lifetime" of the company is fine to me, and is a fine way to judge the value of a "lifetime" product; How likely is this company to still exist in ten years?

This is the reason I don't buy Nebula's $300 lifetime plan. I want the company to succeed and still be here in ten years, so I don't want to take that offer and contribute to their bankruptcy.