[amenhotep]

In a market where the two dominant modes are a) a subscription fee that you have to keep paying and b) indefinite membership after one payment, many people reading "one-time payment" will immediately assume that means (b) and bristle when they realise it's actually (a).

They're not lying as such but it's at least accidentally misleading. "It's a subscription" should be up front, then go into how it's prepay and well behaved.