Well they should just get used to it, right?
It's renting with all rights given to the landlord.
The Labour government had an opportunity to kill pointless government overreach and win some brownie points, instead they just carried the torch on from the Tories. I don't expect that they'll be reelected.
If I cared more I would engage a bit more and try to raise awareness so as to try to get people to do the same, but I think the market in general will start shifting on its own (if only because games will start getting too expensive for this kind of thing again so we'll end up like back in the day when one bought a game and played it until the cartridge wore out).
Or people will just go back to pirating everything. It’s already happening with paid video and music streaming services due to increasing monthly subscription costs and catalogue fragmentation.