Buy a night in a hotel, dinner in a restaurant, haircut, shoe shine. These are all services.
Buying of digital services like games, films, and music is an evolution of buying dvds, cds or records. There is an expectation that you now own something. I can dig out my dad’s old records and play them and pass them onto my children.
If media companies want to sell a license that has an expiry date, that’s fine, but it has to be explicitly communicated. Consumers have to be well informed about what they’re purchasing.