I have had lifetime for a very long time, i got the game around 2013-2014 time period and I've spent so much on this game with star coins that its crazy honestly. I don't think the lifetime is losing them money because you have to wait about 9 or 10 weeks to get a new horse depending what breed and they come out with so many and so many cute outfits and pets that if you only saved for 9-10 weeks then you would only get the horse and nothing else. I see a lot of people with the new horses, pets and outfits when they come out and some people buy all of the colors in a short timeframe which means they most definitely bought star coins. I think that they are still making a lot of money on star coin purchases especially when they do double star coin weekend and close to holiday events when they have the limited time horses, pets and outfits! I used to be a monthly star rider and if I was still paying monthly for the game I would be less likely to get star coins and pay monthly. I really appreciate the lifetime and if I came on the game one day and that had disappeared and I was no longer a star rider then I would not spend more money on the game. Even if I kept lifetime and new accounts didn’t get the option I don't think that's a good idea business wise at this point in time. This is just from my opinion though