@Nintendo316T: The complaint is saying that Amazon breached the contract with those that had an existing subscription when Amazon started including ads because at the time of purchase, Prime was advertised as ad free.
@joecollin: Not a very good example, movies absolutely have to renew licenses for all kinds of things. If a movie used the same archival footage mentioned in the article, they'd also have to continue to clear its use if they want to continue to sell their film.
HelIWithoutSin's comments