This is what I see on the checkout page: https://i.imgur.com/diOkyCM.png

There is a product in the cart, which is a game, and the button says "Purchase", no where does it say anywhere that it's a license (although that's obvious), nor that I don't actually "own" this game after I "purchase" it.

Sure, minor detail perhaps, but I'd still argue that something Steam could do better, and since the industry is lacking self-regulation about this, I'd argue more regulations are needed for this even.