To play the devil/right holder's advocate, the next turn in that game is to never "sell" anything, so you won't have "bought" the content nor have any standard codified right to it.

We're already there in many places of course, and many stores have already replaced the "buy" action with more ambiguous wording.

Next turn to that being people turning to the seventh' seas, and then we have again an iTunes Store/Steam moment, and the cycle goes on.