If the seller uses "ownership" words like "own", "buy", or "purchase", then the product must be usable _indefinitely_. If at any time it becomes not usable, e.g. due to a server shutting down, a full refund must be provided to everyone who "purchased" the product. Also, there must be some way to lend the product; it's OK if this lending deprives the original owner of the product while it is lent.
One way to satisfy the "ownership" clause is to sell the product without DRM. Another alternative would be to sell it with DRM initially, but remove the DRM when you want to shut down your hosting servers. An online-only multiplayer game that requires a central server cannot feasibly be sold by "ownership", because the seller would eventually lose all their money when they shut down the server.
So the next option is "rental", where the seller can use the word "rent" along with a clear time period like "for 1 year" or "through 2024". The product must be usable through this time period, or you get a full refund. No requirements about it being lendable to friends.
I imagine almost all companies would pick the second option. This is fine! Consumers still get two benefits: (i) clear labeling, including knowing how long they can expect to use the thing for, and (ii) a full refund in case the content gets removed before that time period.
As for getting banned from an online game: this is completely allowed via the "rental" option. The company just needs to give the player a full refund.