This is how it works:
If you are buying a system today (meaning currently as opposed to the past), the appropriate lifetime licenses and guide service are included.
If in the past you purchased a sytem for Movies or Music, or both, you had a choice to purchase either a "lifetime" subscription, or an "annually renewable" subscription, to the appropriate Guide Service (The "playback" lifetime license was included).
For those that elected to go with the annually renewable subscription, if you now want the "lifetime" Guide Service, there is a fee to add that to your system.
Likewise, anyone that purchased only a Movie Playback license, or only a Music Playback license, that now want to add Movies or Music (as appropriate) to their systems will pay a fee to do so, and a fee for the appropriate Guide Service (Lifetime).
Hope that explains it.
Jim