If you don't retain some kind of actual ownership, they will not be allowed to use terms like "buy" or "purchase" on the store page button. I hope there aren't huge holes in this that allow bad actors to get around it, but I certainly loathe the fact that there's no real way to buy a movie or TV show digitally. Not really.
EDIT: On re-reading it, there may be huge holes in it. Like if they just "clearly tell you" how little you're getting when you buy it, they can still say "buy" and "purchase".
Let's just face it. There isn't ever going to be a publishing company that doesn't fuck us however they can for an extra dime. Companies are machines full of people deciding whatever they have to for money.
There also will never be a way they can keep us from just copying files.