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Selling support

Business models of all big software companies are identical and have not changed in decades:

You buy licenses, renew them yearly. With various levels of premium support to select from.

Subscriptions, not licenses.

Subscriptions give you access to different level of support, and access to updates.

Expensive support contracts, and in case of SUSE, some add-on software channels that come with the contracts (SLES for SAP, High Availability, Containers, etc.) being locked away behind paywall.