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Idk, I think "rent" and "license" have different meanings. Modern definitions of "rent" include periodicity into the definition, which is at odds with the "one time until we shut off the servers" definition. I agree with the GP on the terminology for these reasons.

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The whole point is to highlight, for the lay consumer, the periodicity of their purchase, regardless of the periodicity of payments. And hopefully create market pressure for sellers to sell things rather than rent them.

Fair, I can get behind that reasoning

I “rented” a movie on Apple TV last night. I’m quite confident I won’t be paying again in 30 days :)

That is good reason to not use "rent" because it is already used in industry for short fixed-term rental.

The button should say rent: 1 day or 7 days or “until we choose to no longer give you access”.

It should say "rent product and purchase accompanying one-time and recurring services".

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