The KISS version of regulation would be that stores are not allowed to use the word "buy" when you don't get full ownership and must use the word "license" instead.
Also it should be marked clearly that the company can rescind the license at any moment without giving any reason why.
I'm sure in the various services' Ts&Cs they explain that what you buy is a license to the game, not the game itself.
I would love to see something like the Nutrition Facts label that states IN BLACK AND WHITE ALL CAPS THAT THE COMPANY CAN (NOT) RESCIND THE LICENSE AT ANY TIME. If the fact is very blatantly shown on the marketing/packaging instead of being relegated to tiny fine print, buyers will pay a lot more attention.
That would be pointless, since a consumer always buys a license, not the software itself.