A "lifetime support" for a Foo6000 graphics card applies only until Foo Graphics Ltd switch to a more modern product line Foo6100. Bad luck if your Foo6000 card breaks a week after the switch.
From a customer's point of view, it is better to have fixed-term support for fast-evolving product lines than "lifetime support".
please note that they did not specify how the maps are going to be updated. It seems that due to the lack of backwards compatibility (see post #10), they've opted for updating the maps through a software update. Not the best but it's what you get in a new, fast evolving software.