Plenty of people purchase digital movie rentals from Apple, Youtube, etcetera because they know they will watch it once, and the lower price in exchange for a temporary license is acceptable to them. I don't think banning this is pro-consumer.
It should, however, be illegal to tell your customers that they are purchasing/buying media without explicit "Rent" language (which implies a non-expiring license) when you do not yourself have the right to grant non-expiring licenses.
> Plenty of people purchase digital movie rentals from Apple, Youtube, etcetera because they know they will watch it once, and the lower price in exchange for a temporary license is acceptable to them. I don't think banning this is pro-consumer.
Many of these services offer cheaper rental options. When you go for the more expensive "buy" option, the assumption that you are actually buying it to keep should hold true.
They often have two tiers, a rental tier and a purchase tier. If you purchase the assumption is it will be available forever.