Lifetime Membership!

I've always been amused by the flashiness of this "Special Lifetime Membership!" sign of the Royal Video Exchange, on the north edge of Park Slope, by Flatbush Ave and 6th Ave.  Are they referring to the life of the store, or to your life? Or is it the life of the membership itself!?  Now that's a philosophical conundrum.  This spot is boarded up, but Royal Video still exists in a smaller location down the street on Flatbush, so you still have a lifetime of videos to rent if you still have your membership with them.  That is of course, if you still rent DVDs.