I think you should offer a free upgrade to v2 of Start11 for every user who purchased a "lifetime" license for this software. I realize that this is a large upgrade that took a lot of development time, but the software does the same thing as v1, albeit with many added features. The fact that you called it Start11 v2 and not a new name entirely indicates that it is a (large) upgrade from v1 and not a new piece of software. v1 and v2 do the same thing; they both replace the poor Windows 11 "Start" menu with a much better and more flexible one. v1 and v2 also share many of the same features. This is an update and not new software. Unfortunately, other software companies do the same thing. You purchase a version only to find out they release a "Pro" version six months later and want to charge you again for the new software.
I think it is shameful that you sell software with a "lifetime" license, and because an upgrade cost more development time than you originally planned on, that you choose to ignore the "lifetime" license that you sold customers. I will not be paying for the upgrade. I purchased my copy of Start11 just six weeks before the new version was released, and that is even more exasperating!
End of puffpastry's quote
As noted on another thread, I think the issue here is lifetime is not what I think you think it means.
In this context it means non subscription. Some of the Stardock apps are offered as subscriptions and those will stop working without additional payment. Lifetime licences will continue to run without us demanding more payment which is the case here. Your v1 licenses continue to work now just as they did before v2 came out.
As for why it is Start11 v2 rather than Start12 for example? Thats easy. The product numbers of Start have always aligned with the latest version of Windows. It causes customer confusion to have a 12 when the latest OS is 11. So there was Start8, Start10 and Start11.