From the users' perspective, the only selling point of cloud gaming is that they don't have to buy/maintain/upgrade/carry a large gaming computer. It's not game distribution - which is a solved problem by the various stores and piracy, and into which they're already invested and have existing game libraries.
What the users want would be to have a gaming PC in the cloud - same experience as their own gaming PC but without the cost of ownership/maintenance and burden of physically having the machine and moving it. They can install their existing games no matter where they're from (including piracy) - if they work on a local machine, they'd work on this.
The problem is that limits the rent-seeking potential considerably; the max price you can charge is about the same as a cloud GPU instance (since that's all it really is), you can't enforce lock-in (the user can trivially migrate to a competitor or back to local gaming - the experience is the same as swapping physical machines) and you can't become a middleman in game distribution.