It's a non-transferable lease that can be canceled at any time by the issuer.

The real problem is that most of society still thinks of games as a piece of physical media that you combine with a player that allows you to play the game. In that world you have a liscense to the software, and a physical token which is transferable and therefore valuable.

I'd argue that we need to decouple transferability and cancel ability from physical media. If this were to happen then the word "Buy" makes sense precisely the same way it used to with physical media. Of course more provision needs to be provided for live service games regarding cancel ability.