One fun thing I remember from reading some EULAs for physical games I bought in the past: the EULA for StarCraft at least explicitly said that you are required to obtain prior written permission from Blizzard Entertainment before lending the disk to a friend. Obviously this is not practically enforceable, but it shows that nothing of this kind is new from these companies' perspectives.

The way the law is structured, you are never buying copies of digital goods, regardless of the format in which you obtain them. Instead, you buy a license to use the digital good under the specific terms and conditions of that license. That is why if you get a disk with GNU utils on it from the FSF, you are still bound by the GPL in what you can do with the data on that disk.