I'm not sure why anybody would be surprised

The trend for some time now has been to move away from selling software on disk or download, for a one-off payment, toward a system of licensing which gives you access to a 'cloud-based' system for a monthly fee. So, instead of paying say £100 for the software, you can use it for £10 per month . . . as long as you keep paying. There were rumours that this was going to be the future for Windows itself, but I haven't kept up with the news on that.
Doesn't take a mathematician to work out who gains from this arrangement . . .
Meanwhile, I really like RootsMagic (UK edition) after trying just about all the others.
Mike.