I would agree this is false advertising. When you hit “Buy” on a movie the only reasonable expectation is that you have the digital equivalent of an owned DVD.

I would agree this is false advertising. When you hit “Buy” on a movie the only reasonable expectation is that you have the digital equivalent of an owned DVD. When you “Rent” you are given an explicit warning that it is a time bound transaction, so if the same potentially applies to “Buying” a movie a warning should be equally visible and not hidden away in 100 pages of legal jargon.