Less morally questionable than claiming to users they are "buying" access to media that can be revoked at any point in the future with no recompense, of course referring to Sony and Amazon.
I do think the language around that needs to change, yes -- misleadingly labelling renting as buying is wrong and deliberately confusing. The previous physical ownership model was a lot more secure, though the implementation of DVDs does seem to be diminishing throughout the gaming sector.
PlayStation recently sent out emails regarding this, effectively reminding people that they did not, in fact, own what they purchased[0]. It's very confusing - someone here would have a much higher chance of knowing that it's not a direct purchase or right to ownership, though I'll bet most of the general public do not.
