A lot of people in here complaining about the (admittedly clever) name. Seems like the bigger issue is whether you have any chance of them even responding to your license request. What is your chance of winning a legal battle with them if they keep your data and don't pay you?
Right, there have to be stringent stipulations that they can only hold the data for a set period of time, it must be deleted and zeroed out in the right way, and they have to make a new request when their license time on it expires. Overall, it's completely feasible, but still a totally new area of consumer protection.