“We added a subscription for a new service called Genius Cloud to backup your documents in the cloud, and we kept the one-time purchase for the premium features. The customers were paying for this backup in the cloud but they were buying storage... we didn't get any backlash.”

Sell cloud storage first — then migrate features into the same sub later

Rather than force their utility users onto a subscription cold, they sold cloud storage first — a recurring cost users intuitively understand as recurring. Only later did they migrate premium features into that same subscription, grandfathering every legacy lifetime buyer. The storage wrapper avoided the rage that breaks utility apps switching to subs.