All they have to do then is say that they license you a game, and you're not buying anything, despite paying for it. They already do that with online games.
You are 'buying' some thing, a licence that grant you some permissions (aka rights). That licence has some constraints, you don't like them, then don't buy the licence. It's literally how it works, you just don't seem to grasp that.
Now are the constraints on licences (aka agreement), not great, not consumer friendly .. different set of questions.
That is literally what most online digital goods already do, like steam.
That is literally in any software since like 90s. You buy license.
One of the unstated points of this particular article is that these rules are ones that we as a society have. If we collectively decide that this isn’t something that should be allowed, we can make it so. There are some powerful interests that don’t want it so it’s not an easy path.