Nice try, but in the end it's all just smoke and mirrors. All EU member states have adopted consumer protection laws that protect the consumers from this kind of bullsh*tery. It's illegal for a company to hide disastrous clauses in contracts, like "we will add an extra fee of 1000€" or "we will set fire to your hedges". Since the law does not expect the average consumer to read the terms of service, any information that is not presented clearly is considered as omission of information.
Heck, you can sue Steam right now for the "btw, you're just licensing our games"-BS. At no point is the word license mentioned in the entire buying process, leading the consumer to assume, as seen in this thread, that they're buying a product. The fact that it's just a license is clearly a failure "to identify the commercial intent of the commercial practice if not already apparent from the context." So this is just a lawsuit waiting to happen, tho it won't be the consumer who looses that one ;)
Btw, I'm not a lawyer, all this information can be read in this shiny pamphlet: http://ec.europa.eu/consumers/cons_int/safe_shop/fair_bus_pract/ucp_en.pdf
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