And when we say a lifetime of memories, we really mean it. With Google Photos, you can now backup and store unlimited, high-quality photos and videos, for free.
In Google parlance, a (free product) lifetime is somewhere between 2 - 7 years.
<edit to add>
Looks like the unlimited free storage is for high quality, but not original, versions of the images and videos. Original quality is subject to storage limits/pricing:
https://support.google.com/photos/answer/6220791?p=storage&r...
With some sort of revenue, maybe this product will be sustainable.