Broadcom has made a lot of changes to VMware since closing its acquisition of the company in November – and now, VMware has admitted that these changes are worrying customers. With customers mulling alternatives and partners complaining, VMware is trying to do damage control and convince people that change is good.

Not surprisingly, the plea comes from a VMware marketing executive: Prashanth Shenoy, VP of product and technical marketing for the Cloud, Infrastructure, Platforms, and Solutions group at VMware. In Wednesday’s announcement, Shenoy admitted that VMware “has been all about change” since being swooped up for $61 billion. This has resulted in “many questions and concerns” as customers “evaluate how to maximize value from” VMware products.

Among these changes is VMware ending perpetual license sales in favor of a subscription-based business model. VMware had a history of relying on perpetual licensing; VMware called the model its “most renowned” a year ago.

Shenoy’s blog sought to provide reasoning for the change, with the executive writing that “all major enterprise software providers are on [subscription models] today.”

However, the idea that ‘”everyone’s doing it” has done little to ameliorate impacted customers who prefer paying for something once and owning it indefinitely (while paying for associated support costs). Customers are also dealing with budget concerns with already paid-for licenses set to lose support and the only alternative being a monthly fee.

Shenoy’s blog, though, focused on license portability. “This means you will be able to deploy on-premises and then take your subscription at any time to a supported Hyperscaler or VMware Cloud Services Provider environment as desired. You retain your license subscription as you move,” Shenoy wrote, noting new Google Cloud VMware Engine license portability support for VMware Cloud Foundation.

Further, Shenoy claimed the discontinuation of VMware products so that Broadcom could focus on VMware Cloud Foundation and vSphere Foundation would be beneficial, because “offering a few offerings that are lower in price on the high end and are packed with more value for the same or less cost on the lower end makes business sense for customers, partners, and VMware.”

This week, Broadcom axed the free version of vSphere Hypervisor, ESXi. The offering was useful for enthusiasts “who wanted to run multipurpose home servers or to split a system’s time between Windows and one or more Linux distributions without the headaches of dual booting” or who wanted to familiarize themselves with vSphere Hypervisor without having to pay for licensing. The removal of ESXi could contribute to an eventual VMware skills gap, ServeTheHome suggested.