If we're not owning it, you're not selling it, you're leasing it. Terminology on sales pages should reflect this. "Subscribe now" "purchase license" etc. should be mandated if this is the expectation. Terms like "buy" without qualification are misleading in this context, but they won't remove them from store pages because people are more likely to pay higher rates for something if they believe they are actually ownin…
As much as I empathize with (and even support) the reasoning, I wonder if it would have a tangible effect. Is there anyone who was gonna click "buy" but not "license" (presuming they relabel the button and everything else is the same)?