With renting the lessor isn't pretending to give you permanent ownership of something. When you buy a digital asset from a marketplace like itunes or amazon there's the expectation that your access to that asset is now a permanent right, and yet they violate that right constantly. More broadly I'd argue information cannot be considered property in the same way a car is because it's not scarce or rivalrous. There a limited amount of cars, there is a functionally unlimited amount of copies of a file. If one person is using a car that means another person can't use it, whereas if I copy a file you're using then we can both use it.