Hi, I can understand the confusion. That's why I'd like to start clarifying that the watermark usually refers to something that goes on top of the images.
This watermark is displayed on the "Small" plan but removed for the "Scale" plan.

Said that, as usual and obvious, the deal you buy is always linked to certain conditions depending on the stack you buy.
Right now, this is an "all you can eat deal" for multiple users for a single code with an unseen price nowadays.
Therefore, even if the developer has decided to present this awesome deal, they need to have some way of growing so the deal is sustainable for them.
Here is wherethe reduced branding comes to play (it is included not only in the LTD plan but also on the recurring mapped plan similar to other competitor apps software that you can find on the TL;DR section of this very same deal page).
Note that SmartCue has recently secured an important big recurring revenue contract with the multinational company VirginPulse on the very same plans and conditions you see on their website.

Going back to the lifetime deal: We are working with the developer's team to make everytying as clear as possible and including options for everyone.
Gladly, for those willing to upgrade for removing that branding, we are in conversations with their team so we can add upper tiers that would include brand removal and CNAME options (ETA 2-3 weeks).
For those getting this single code deal it's estimated that it will convert to a Tier 2 or Tier 3, so better take advantage of it ASAP as early adopters because you'll be saving even more when tiers are introduced.

PS: Appologies for the late reply, July and August are holidays so we both SaasZilla and developers are usually a little slower than usual replying queries.