I wonder what happens if you stop paying? Do they reuse your number? That would kind make their service pointless if a number you get could have already been used in previous valid products.
UPC's do have a lifetime already, so it's not entirely outside of their model.
Large companies produce so many UPC's for short lived products, especially fashion apparel, that GS1's rule is that UPC's should not be reused for at least 3 years.
Large companies produce so many UPC's for short lived products, especially fashion apparel, that GS1's rule is that UPC's should not be reused for at least 3 years.