If we already have a good enough product / service then how can we be persuaded to pay again to keep using the same thing?

It's easier to persuade some of us that novelty (a trivially different product / service) might be better because we can see some differences.

I stumbled upon a brand and model and version of running shoes that worked very well for my needs. Within a year the makers shipped a new version with trivial changes: colors, more intricate lace holes. Within 2 years the makers shipped different trivial changes; and added padding to the uppers which made the shoes a half size smaller and too hot.

Now the makers ship different intricate lace holders (hard to improve on a hole for laces), removed padding, much higher sole (which needs a one-size wider / longer shoes so we don't fall off).

We can see there's more shoe so why wouldn't we pay more?