Here's the crux of the problem in their own sentence and they don't even realize it.
Owning and Licensing are not the same thing. If I own something, I own it outright. If I license something, I am leasing it.
It does get fuzzy with media, I will admit. But we need the same protections as physical books and game cartidges. If I buy it, it is mine to use as I please and even resell or transfer. If that's not what the transaction is, then don't call it buying or purchasing, call it leasing or licensing.
Require stores and publishers to use language that reflects the nature of the transaction.