I'm sure some less knowledgeable people weren't aware of the distinction. There is a proposed California law to make the distinction more clear: don't use the word "purchase" unless you make clear that it is a license you are purchasing, not the game.
If there is confusion then it’s a probably a good thing. Just kinda raised an eyebrow that there was confusion.
It's not that the consumers weren't aware of the distinction between buy and rent, just that companies outright started to lie about the meaning of "purchase".
Not just proposed, the CA law is going into effect in a few months