Now the incentive is to keep the customer happy so they continue to subscribe. This could mean more bug fixes and less dubious features. Or you just keep the c

Now the incentive is to keep the customer happy so they continue to subscribe. This could mean more bug fixes and less dubious features. Or you just keep the customer hostage using proprietary data formats and/or silos? Of course, this does not apply to every application (eg. Markdown editors), but it is a tried an tested strategy. And before you needed to incentivize paid upgrades, but with a subscription, it's 'keep paying or lose access to your data'. And what if the company goes under? Previously, you could just keep running the software (heck, some companies are still running old VMS, DOS, and OS/2 software). Now, it's over once the license server that checks that you paid your subscription is down. Of course, some non-subscription software requires activation as well, but a lot of ISVs just use registration codes.