The fine print of the "lifetime" license is a corrupt concept.
Here is what they state.

Reactivating TuneUp on a new machine

TuneUp's Lifetime Gold activation is licensed for the lifetime of the initial machine it is installed on. Each purchased activation code comes with a one time transfer to a new machine of your choice.

In other words, if you plan to only own two computers in your whole life time, then this is a lifetime activation. But if you ever buy a third computer, your toast.