If the programmer decides to re-theme the program, it should appear on the service as the "Live 2013" version, and count as a different program.
The software company should also now have the ability to sell a non-streaming version of the program though another electronic storefront at a higher price, which the programmer would also receive payment for (the amount of which would depend on the contract of employment). The software company should also sell DVD-ROMs of the software in retail outlets, which are the software as on the electronic storefront, but with a jewel case and a quick-start guide to the user's favorite functions (if the user is lucky, anyway).
Also, bugs are now sort of a "creative ignorance", so the fixes should come years later and sold again for full price (like so). To be fair though, the original release should be mostly bug free. The software company would probably provide a dedicated tester with some development skills to the programmer in order to assist with this.
The programmer should now also have the ability to travel to various venues (with little to no interference by the software company) and demo his software. The venues would pay for the programmer's time and/or give the programmer a percentage of the ticket sales or entry fee.
The programmer could also sell exclusive versions of the software on the programmer's website. These versions could come with DVDs that document the programmer's creative process and shows the programmer actually in front of the keyboard showcasing the skill that goes into creating pieces of software. The software company may or may not be involved in this. These exclusive and limited production versions would, of course, be sold at a much higher price.
Of course, if the programmer isn't part of a software company, and are not being pushed to do many of these things that most likely would result in more uses on the service or sales of the electronic version and DVD-ROM version, then they are free to code and continue to push that code to the streaming service, do nothing else, and see what happens.
Going back to the real world and talking about music, considering all the effort that musicians put into writing music, recording it, selling it, playing in various venues, merchandising (if they can), and many other things that I probably have no idea they do, the streaming revenue sounds like free coffee at the office to me. Maybe stock dividends or investment returns would be more appropriate comparison. It just doesn't sound like something that one should think of as a primary piece of overall income.