Why doesn't it sound like they have so much confidence in their product that they can't possibly improve on it?
I wasn't talking about whether a company can possibly improve on their product or not.
I was talking about the "perception" alone.
Personally, the words "final edition" on a D&D book wouldn't faze me at all since I'm familiar with the product line.
Though, if I was an impressionable teenager today (ie. if I was my 13 year old self again) and saw some D&D books with "final edition" written on the front cover, it would certainly color my perception of the product. My first thought would be, does this book suck and will this company be shortly dropping it anyways. I probably would just pass it by, and see what other rpgs books are on the shelf.
So don't use the words "final edition". Call it "Ultimate Edition", that's what ultimate means, but it's a much sexier term.
This would be a better marketing strategy. At least it doesn't have as many obvious negative connotations.