I think as long as physical media exists consumers will continue to blur the meaning of what ownership and license actually mean. Software has always been a licensed product. The physical aspect tends to give people a false sense of ownership.
In the past this wasn't a problem but now you have huge businesses dealing in second hand games/software. Retail stores have been starting to put used games on the same shelves as New products but only a few dollars cheaper. So its only natural that the developers/publishers feel slighted.