Another way of looking at it is that you don't own the book neither. You have a licence, bound to a physical copy (that you own though, and that is transferable). The thing that changed in the last 20 years, is that we are now buying licences that are not even bound to physical copies, and that are expresly nominative.
I suspect that if books would have allowed this sort of mecanism (on a technical level) it would have been used. From the publisher point-of-view, it just makes sense.
The generation growing up now does not see media as an asset that they want to own for the rest of their lives, and they are perfectly happy paying 10€ / month for unlimited access to media. Hell we're having a hard enough time to get people to care about the planet in 20 years, so getting them to care about this is going to be a hard sell.