"Indefinitely" is a vague term. I'm serious - if we really want the FTC or some other more appropriate agency to step in and force a change in terminology, we must have something that is very clear and precise. Otherwise it would never survive a legal challenge.

Rent usually has an explicit end (like a home lease is for a year or two, sometimes with an auto-renew clause).

I posted in a sibling, but I'd do something like "buy" (actually buy, can download, use offline), license (implied forever, but streaming and revokable), and "rent" (streaming, explicit time period). Not set on those phrases, but something like that framework makes more sense that what we have today.