So yeah, you see labels calling the user purchase one thing, in order to make it line up with the intent of the consumer relationship, then on the royalties they call it a different thing to make it line-up with that intent. I don't feel the publishers are violating the intent of these relationships at all, it's just that copyright law being extremely out of date requires stupid language games. The correct solution is to re-examine copyright law to either establish that the intent is you pay the rightsholder to get access for you as a distinct individual, or that the intent is that you are purchasing resalable access, and be done with this nonsense.
I absolutely don't blame artists for trying though, the labels screw them so it seems fair that they should try to screw the labels.