This is why we got Stadia. Imagine Netflix where you pay a monthly fee and still have to buy all the movies and shows at full price. That was Stadia’s model.
Thos erodes the concept of ownership so that it is substituted for rental, without stating that clearly. Stadia failed but in doing so it probably helped Microsoft figure out how to eventually get away with doing the exact same thing.
Games should clearly say if you’re basically renting them, not have it buried in the EULA. Let publishers full price and let consumers decide if they are prepared to live with it.