Seems like a bad assumption at this point even if it goes against expectations. We've seen on multiple occasions now from different companies where a digital purchase wasn't forever. This is no way an endorsement of the behavior, but if that's your assumption then the quip "you know what happens when you assume" wins again.
So the default assumption should be that big companies are actively trying to defraud you?
The difference between "rent" and "purchase" has always been very clear: with the former you have to give it back, with the latter you own it forever. It is only very recently that this kind of steal-back has even become possible at all, as it can only be done with digital content delivery to an entirely-closed platform.
"You should assume that words have the opposite meaning and that big companies can steal from you with impunity" is a world I don't think I want to live in.