To be fair to the new owners the previous ones never mentioned the lifetime subscriptions existed and they were sinking the company. Probably the reason the original owners sold in the first place.
It was obviously a cash grab from the company before fucking off, you can't reasonably expect a lifetime vpn for 30 bucks. Either it eventually gets repriced, or they start mining all your information like every other "free" vpns.
It's the company buyer's responsibility to make sure they know about and honor existing contracts with the existing company, and it's the company's responsibility to provide that information to the buyer.
It is not ANYONE else's responsibility to make them follow that. If something like this happens, the company(whether before or after the purchase) was in the wrong.