When you rent something, you're supposed to be told very clearly up front when your last day when the thing is.
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Isn't that the distinction though? A rental has a clear end date, enforced by Apple. A purchase does not, it can merely disappear from Apple's catalogue at some point, due to licensing issues. Apple has no idea how long that thing will be around, so they can't really quote a date your "purchase" ends.
one approach: if license expires old buyers still should be able to watch that movie and license expiration could be applied only on new sales.
on the other hand, apple is well educated how industry works and they are well aware that purchase is not full ownership of copy so you could interpret it as intentional attempt to mislead customers.