So why is the first line of their marketing material says "lifetime subscription for the life of the device" and not for a monthly fee? Also, I have an Asus Rou

So why is the first line of their marketing material says "lifetime subscription for the life of the device" and not for a monthly fee? Also, I have an Asus Router with AiProtect and it didn't upsell me, and definitely no monthly dues (I'm not shocked if the data collected is resold however though).