This has always been the case, even when you "owned" the physical media. Owning a CD, DVD or even vinyl copy of audio/video did not mean you owned the content. It was always just a delivery mechanism. It always came with legal wording to state you didn't own the content, and were only allowed to listen/view in a private setting. You were not allowed to take the music and play it in public, you were not allowed to show the video to large groups of people (including in your own home).
Your OS is the same way. You don't own the software. You only pay for a license granting use of it on one computer.