If you fit the loyalty program parameters, when you go to your members page, you will find a Loyalty section. For those of us who did get into the loyalty program, we have had to pay for the last couple of expansion updates to have the guides for them. However, we DO get lifetime updates for the ones that we have purchased so far.
When I have looked at the various other guide sellers, they seem to have gone the same route Dugi has, now a subscription payment and I do not know if they have any loyalty type of program.