For example, when I buy a DVD, I don't really own it. I own a physical copy of the media with a license to only play it in an approved player.
This has spread a bit for example to gaming. Katamari Damacy for the 360 was actually shipped with DLC on the game disc that you had to pay additional money to unlock, and it wasn't the only one.
If I were rich enough to afford a Tesla, I guess it would probably be against the license to use the hardware I have to the fullest (if I didn't pay for it), because Tesla doesn't want that and I've only licensed their software.