I mean, besides the obvious reason? I purchased a lifetime membership as well as an associate membership for my wife back in 2000. Have enjoyed all that the club and local chapters offer, including several thousand dollars on new and CPO vehicle purchases and leases. Yay me. Recently I’ve been getting emails urging me to “renew” my membership. Had to check quickly for a pulse to see if I’m still alive, unless “lifetime” doesn’t literally mean lifetime, but merely 20 years? Not that I’m complaining, that $350 has literally paid for itself half a dozen time over. Would like some clarification IF lifetime does indeed cap at 20 years before I hit that RENEW NOW button.