A one time price in this case is one layer of abstraction too far.
It is unpredictable how long a lifetime user will stay, while relay costs are easily translateable to a “average cost per user per month” with little variance.
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In software, where the recurring cost is maintenance (and can be bound to a few years per edition), it is much easier to model one time edition fees (which is a good model!)
But in “cloud” the recurring costs are not time-bound and there is no product without recurring costs.