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RolStoppable said:

Further commenting on criticism of its new Xbox One policies, Mehdi said: "I think it's fair to say there's a segment of consumers at this show in particular who really pay attention, who are very passionate about all aspects of gaming, and that we listen to closely. In a broader set of community, people don't pay attention to a lot of the details. We've seen it in the research, we've seen it in a lot of the data points.

So it comes down to data that suggested that the masses are ignorant and now that is what Microsoft is banking on.

"You don't buy games, you buy licenses to use them."

That legally IS what goes on today.  People get code and a license to use the code.  They pay for the license to use it.  They don't own games at all, and can't do stuff like modify it.  They are buying a service, distributed digitally or on disk.