I was in the same boat, got the spiel that was mentioned here. They like the idea of repeat business and the wording was shady and I felt duped and needless to say I was pissed. The cloud based model may have wet their appetite for the renewal type models and I am sure Illuminati CEO's, politicians or porn hub staff would find it handy.
On that joke I just want to kill the message, I don't care about the updates as I have other apps that update for me. I am sure they put a lot of work into it but price is as high as my avast premier license. If it was less I would probably renew it. I bought a license just like many have here back in 2016 and do not want to see the buy again message.