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.
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.
