Could but by and large didn't, at least not for consumer software.
You walk into a store, you buy a disc, it's yours. Legally obtained copy. No terms.
After that you'd be free to use it without having any terms be imposed on you by the copyright holder, because using isn't copying, and if you're not doing something that is the copyright holder's exclusive right, you don't need their permission to do it.
If we wanted to follow this line of thinking, maybe you should also need a license to listen to music because today's digital media players tend to make temporary copies of the audio in RAM and buffers..
I think this technicality makes a big difference.
Of course I'm sure they could figure out other ways to give copyright holders the power to impose their terms on users, but the way it's currently done in EU feels like a technical 'gotcha' to me.
"Article 4 of Directive 91/250 lays down the exclusive rights of the copyright holder, rights of a preventative nature, in its computer program. The first of those rights is the right of reproduction, which is defined in particularly broad terms because it covers not only any form of reproduction, whether permanent or temporary, but also acts of reproduction necessary to use a program. Unlike other categories of works, in any case those which are distributed on their own medium, a computer program always requires a reproduction, if only a temporary one, in the computer’s memory in order for that program to be used. The rightholder’s exclusive rights therefore constitute, as far as computer programs are concerned, greater intrusion into the private sphere of the user than in the case of other categories of protected subject matter, because those rights require de facto the authorisation of the rightholder even simply to use the program.
..
Thus, the copyright holder’s exclusive rights in a computer program cover not only traditional acts of exploitation of the work under copyright, but also the enjoyment of that work in the user’s private sphere."
https://curia.europa.eu/juris/document/document_print.jsf;js...