Pricing for new customers vs existing

Promotions for acquiring new customers are fine as long as they are very clear about being for new customers, as that one is. These are fair, since we all have a good chance of being a new customer approximately once.

Rewarding "loyal" customers is a separate matter. On the entrenched telco end of the spectrum [Pun retrospectively intended], the reward is getting price increases "because we can", while at the other end a security-focused platform provider regularly gives unsolicited free upgrades and increases to customers*. Where 1Password will position itself as the competition increases in both number and quality, and platform owners exploit their users to promote their less open products, we'll see.

*[On the other hand, they consistently fail to clearly distinguish promotions available to new or existing customers.]