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There are multiple cases going through the courts in multiple countries around this.

The one i have in mind is in France (UFC Que Choisir vs Steam iirc) but i know there are others.

From time to time, someone look at these, read the judge opinion, realise how much it would change the web economy out there, write a panicked piece... Then swiftly erase it from their memory because it is a tad too big to think through.

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"Calling a cat, a cat", as we say in French: I really do not see what anyone would lose just putting the right words on each action -- and it's not even very difficult to define.

Can the user use the thing mostly without the provider? Yes = purchase, no = rental.

If all of sudden it's all "rentals" everywhere, what does it change -- apart from opening up an avenue for the people willing to actually sell the things they would otherwise lease, because consumers will prefer it that way?

It changes because what was sold as "buying" need to fulfill the promises too. It is not only long term.

Did you bought a game on Steam? Now they have to give you a lot of rights they were not allowed to give you. And still are not.

Check out Andino v. Apple too if you haven't already!

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