They where using words like "purchasing", and asking just as much for the digital files as for the DVD's. If they where even available.
So it makes sense people where seeing it as "owning". And then looking puzzled when Sony decided to break into their own devices and delete files..
I have family that FINALLY see that DRM is a thing in their lives, and they DO NOT like it.
They will claim: "He is always sleepy and slow, and SUDDENLY he is fast and upbeat? He must on some stimulants! We cannot have a President on stimulants!!"