Exactly, this is just application of property rights and enforcing existing consumer protection rights. You can’t tell someone they’re “buying” something if they don’t own it. Imagine someone doing that with house rentals or car leases, it would obviously be considered fraud.
Screw fraud, it should be considered theft punishable by time behind bars the same way it would if some junkie broke into my house and stole my games or movies off my bookshelf.