There will be a time, I'm not sure when, that the whole "its a license!" nonsense will die a hard death. It would be unwise for any company to rely too heavily upon it. This is not a new tactic at all. It works only temporarily, but has been used in a multitude of different industries through history - and the end is always the same. Eventually some company will push it too far. They will rip the wrong people off, and there will be a court case. The court is a very sensible place, usually. They will ask "when the consumer gave you money, what did you provide to them?" And if the answer boils down to "nothing. We assumed no obligation to them, and they gained no rights to anything" then the court is going to see it for the fraud it is.

Personally I'd just like to see some 'false advertising' lawsuits. It should be illegal to say "Buy the book!" if you literally are not being offered a sale. If you're being offered a licensing opportunity, it should have to be marketed as such. Yes, this would confuse consumers. I want it to. I want them to actually ask what they're getting, since up to this point the entire marketplace is founded upon tricking people into thinking they are buying a copy (like they would in a store), but in reality they are only getting a license (which grants no rights, places no obligations on the licensor, and can be cancelled at any time for any or no reason... in other words, you're throwing money at a company and hoping they don't screw you too bad).