Plenty of people purchase digital movie rentals from Apple, Youtube, etcetera because they know they will watch it once, and the lower price in exchange for a temporary license is acceptable to them. I don't think banning this is pro-consumer.
It should, however, be illegal to tell your customers that they are purchasing/buying media without explicit "Rent" language (which implies a non-expiring license) when you do not yourself have the right to grant non-expiring licenses.
It should, however, be illegal to tell your customers that they are purchasing/buying media without explicit "Rent" language (which implies a non-expiring license) when you do not yourself have the right to grant non-expiring licenses.