This is the digital age. Most individuals purchase books, movies, and games in digital format. Protections for consumers need to be put in place to make sure that those who purchase digital items are allowed access to those fully functional, digital items outside of the life and the whim of the company producing them.
If I buy a copy of Game of Thrones, that copy should be mine, even if the company selling the book tanks tomorrow.
If not, the language needs to be changed to include a specific time limit on the items. As an example: purchase the lease for GameOfTheYear2012 for five years for $60.00. And so on.
It's not a purchase if you cannot retain possession of it in perpetuity. Consumers need to be protected by the law on this issue.