Comment by catlikesshrimp

A rental has a defined time or use limit. If you want to call a game a rental, they must at least charge a monthly or yearly or per login fee.

This sounds counter intuitive, but the added friction is THE WHY they don't want to call it a rental on paper, only on appeals.

The same applies to concerts and weekend club: This is an event with a defined time limit.

You call a car leasing a leasing, you don't call it a sale with a small print.