The (quite explicit) goal here is to apply copyright to everything and use licensing terms to ensure that no “sale” happens under copyright law. So that way instead of having the rights granted to the owners of an item, a “user” only has the much more limited rights granted them under their license. I would argue that at a minimum, the marketers should not be able to use terms like “sell” or “buy” or “purchase” to describe these transactions. There is nothing wrong with renting an object per se but nobody shoud be mislead into thinking that they are actually BUYING the object.
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