I’ve been tinkering with my Optimize membership stuff and am in the middle of the free month of coaching you get with the package (Allie is the coach, and has been excellent). You could basically think of it as a free annual 30 minute coaching consultation built in along with the training plan subscription.
The app itself has grown a ton since the beginning and I’m going to re-up at the 50% off price. For the lifetime membership - I agree, but would add that it also functions as a sort of mini-Kickstarter to help Frank raise capital quickly for more development, with the benefit that is already a working product. Direct integration with Zwift is apparently coming soon, too.