I think it would change, but Rent is also not the right word.
I'm familiar with Rent and I intuit what it means. I have access to an asset for a limited time, and then I can choose to continue renting it, or not. The decision is in my hands.
License might be a better word. Because what they're selling is a "one time payment for use of this asset for an undetermined amount of time" - that's not "buy" but it's also not "rent".
When my license ends it's likely I can't get another. Certainly its not my decision to make.
The period of the license us unknown - till you block my account, till you go under, till you decide this service is no longer available, till _your_ license-to-license expires, and so on.
So yeah, I don't think it's Rent.