Fair enough. I understood the "forever should never be expected to hold" to be justifying the use of the word by businesses which do not necessarily intend to f

Fair enough. I understood the "forever should never be expected to hold" to be justifying the use of the word by businesses which do not necessarily intend to follow through, rather than a cynical resigned acceptance of the fact that they probably won't. In other words, I thought you were expressing the idea that businesses offering "forever" and then pulling back are not to be held accountable because that's business, rather than what (I now think) you meant, that was that one should never trust a business ostensibly offering something "forever".