I don't understand why this is such a difficult concept for people.

Like other media, games are going the way of not caring about ownership. They just want cheapest and most convinient way to play new games. Microsoft had a point when the said the future was cloud. They simply underetimated when free money would end and are reeling over that long game.

And anyone that does, they will simply pirate the media anyway. So no loss on their end.