Bait and switch: a scam to mislead buyers, whereby a seller advertises an appealing but ingenuine offer to sell a product or service that the seller does not actually intend to sell (emphasis mine)

The "digital good" is the bait. It makes you think you are purchasing ownership like you would with a physical book, or dvd, or game. The bait is effective because it tries to tie itself to the legitimate form and tries to create a false equivalency of buying a physical copy (in some cases, claiming to be "superior" because its greener or whatnot).

The solution would be for companies to be explicit in what is actually happening: you are purchasing an indefinite lease on the content subject to terms and exceptions. But I imagine they don't want to do that because it would cause a dent in their business.