[vunderba]

You might go and read the ad copy of Affinity (I own v2 of it).

  USD$164.99 One-off payment | excl. tax
  Get Version 2 of Affinity Designer, Affinity Photo and Affinity Publisher on 
  all operating systems, including iPad, for one low bundle price.

See how it explicitly calls out "Version 2"?

How about Cleanshot?

  $29 One-Time Payment
  One year of updates

See how it calls out "One Year of updates"?

Now let's look at Expressive:

  Enjoy the benefits of our lifetime license and get access to all features and 
  upcoming updates with a one-off payment.

Get access to all features AND UPCOMING UPDATES. Nobody is going to assume this is restricted to the current major version, and having this "gotcha" in the FAQ is going to come with some headache when customers discover "All upcoming updates" doesn't really mean what it says.