“We are committed to honoring lifetime licenses forever,” Touesnard said. “Lifetime license holders will get all ACF Pro software updates forever.”

This is such a big part of the announcement that I was worried about. My only concern at this point is if in the future they'll announce a name change and 'void' lifetime license holders because it's technically not ACF Pro. Given Delicious Brains' past history, I'm not incredibly concerned, but overall with how acquisitions go, it's definitely in the back of my mind and will continue to be there.