Upgrades: they used to happen annually, but currently happen more and more frequently. They come to software, to hardware, to TVs, to cars, to husbands and to wives. We'll focus on software and hardware for now. Sometimes you know you need them, sometimes you know you want them, and sometimes you know after you get them nothing is going to change.
Kind of a sad thought, and this is what has turned "software as a service" and "continuous included upgrades" into a market. You know you need a Photoshop upgrade, you know it's not going to be that great, but you get it for "free" and so you can allow yourself to be happy again. You think to yourself, "I wonder if this upgrade will feature any changes I will notice?"
It's not just sales and marketing, it's that software is ever improving, even in ways you can't see. Security improves, compatibility improves, look and feel improves, and yes even functionality improves. Somebody does that work and needs to be paid. In the end, you know things are getting better, and best of all you know that things are not rotting into garbage like you know they would otherwise. We've all experienced the truth that software doesn't stay the same without upgrades, it goes down in value and usefulness over time because the environment around it improves.