What he describes can be summed up as "Don't sell games, sell services". And I wholeheartedly agree.
Games-as-a-service in the future?
Games-as-a-service in the future?
But I bet it was more effective than any other form of DRM they've used over the years.
Unfortunately their catalogue is pretty old and weak (a few diamonds but nothing special) and I'm more of a console gamer. If a similar rental system was available on the consoles I'd probably never buy retail again.