I have no idea how well it works in reality, but I can imagine the Lifetime Pass being a good business model for them: only the most enthusiastic user will pay for 3 years up front (lifetime currently costs 3x the yearly). So when they get a Lifetime pass they're getting 3 years paid up front and an evangelist who will probably tell their friends about Plex. If that Lifetime subscriber gets even one person to sign up for a yearly sub who otherwise wouldn't have, then Plex came out ahead.
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