I think there will always be a balance of people who choose the annual license vs. the gold license, so UBB will do just fine.
I think there's something about human nature that when faced with a larger priced plan (for whatever it may be), many people will choose the cheaper one, even though it makes more sense in the long run to choose the lifetime plan.
I've had options to buy into certain clubs for life, but always choose the short-term cheaper route.
But with UBB, I went for it. Gold member here.
