This example is incorrect ... Almost nobody uses forums anymore so it is very difficult to find new people who spend around $ 400 on a site that has few visits (with rare exceptions).
I have been using Vbulletin for many years and have not spent anything for years at the moment. I'd like to switch to xenforo to renew the site but I can't afford the full amount (and most of those who use vbulletin like me).
If xenforo offered discounts to those who want to pass by them, it would receive many new customers who would pay for the renewal in the following years.
For example, for several years I would like to switch to xenforo but having no discounts, I remain on vbulletin. In these years xenforo would have earned hundreds of dollars on me if he had enticed me to stop by them. This post I entered in 2015, today simao 2020 and xenforo would have taken 5 years of renewals from me.
He obviously doesn't care about having new customers.