I submit that it's not the law that needs to change. Rental-like terms (or per-user licensing) are perfectly reasonable.
The issue is, people don't like per-user licensing.
They have a legitimate response, which is to boycott the industry, and a totally illegitimate response, which is to attempt to coercively redefine the contract using technology.
The illegitimate response is doing a bunch of bad things:
* It's getting people sued for tens of thousands of dollars.
* It's promoting heavy-handed DRM schemes.
* It's dragging ISPs into content-monitoring regimes.
* It's reconfiguring content from license purchase to streaming rentals.
* It's migrating content from open formats (red book audio) to proprietary ones.
* It's distorting the market for lawful online purchase by forcing it to compete with unlawful free clones.