It should be illegal to have others purchase what you as a company only licensed and therefore aren’t legally allowed to sell.
Plenty of people purchase digital movie rentals from Apple, Youtube, etcetera because they know they will watch it once, and the lower price in exchange for a temporary license is acceptable to them. I don't think banning this is pro-consumer. It should, however, be illegal to tell your customers that they are purchasing/buying media without explicit "Rent" language (which implies a non-expiring license) when you do…
Many of these services offer cheaper rental options. When you go for the more expensive "buy" option, the assumption that you are actually buying it to keep should hold true.